Ads which appear to trivialise the seriousness of laser eye surgery should not be used, and this includes the use of time limited deals on sites such as Groupon and Living Social to sell this procedure, eye doctors have insisted.

The Irish College of Ophthalmologists (ICO), which is the training body for eye doctors in Ireland, has published new guidelines for refractive eye surgery. This type of surgery corrects short sightedness, long sightedness and astigmatism and can remove the need to wear glasses.

The new guidelines contain a section on advertising and marketing, which clearly state that information on procedures must not trivialise the seriousness of this type of surgery or minimise the potential risks associated with it.

According to the ICO, ‘time limited deals, financial inducements and any advertising which undermines surgery should not be used, and advertising material must be legal, factual and not misleading and must be designed to safeguard patients from unrealistic expectations'.

"Direct-to-patient advertising standards are a matter of ongoing concern to the ICO. Our issue is with the promise of outcomes that are not always possible and advertising them in a way that trivialises surgery," commented eye surgeon and incoming president of the ICO, Mr Billy Power.

He pointed out that the ICO, along with their medical colleagues in the specialties of dermatology and plastic and reconstructive surgery, ‘believe tighter regulation and formal legislative control is needed to safeguard consumers from inappropriate or pressurised sales techniques'.

Meanwhile, the guidelines also highlight the importance of surgeons having proper qualifications and experience to perform this type of surgery. They recommend that surgeons must be registered with the Medical Council of Ireland on the division of ophthalmic surgery specialist registrar and must also have undergone specialist training for refractive eye surgery.

Surgeons are also recommended to keep their knowledge and skills up to date.

"The guidelines promote greater transparency and provide the public with information on what to expect during the process, from decision making to the post-operative care standard recommended by the ICO for patients undergoing refractive surgery," Mr Power said.

The guidelines, which are aimed at members of the public, patients and doctors, can be viewed here

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