Why ads for glasses and hearing aids could disappear

Will advertising for glasses and hearing aids soon be over? This is one of the avenues being explored by the French health insurance system to combat their overuse and save money on healthcare costs.

A proposal from a report that will be submitted to the public authorities today. When it comes to eyewear advertising, Lilou knows the drill well. “Buy two, get one free, get the second for one euro…”, she lists.

These tempting offers leave this communications manager rather indifferent. “It may be a question of style to have a second pair of glasses, but is it really useful? I don't think so, and it's true that we talk about it quite a bit,” she says.

For the industry, it's primarily a way to attract customers. But be careful not to overdo it, according to Nunziata. “It can help people make their choices. But we shouldn't be bombarded,” she confides.

Anne-Laure, for her part, is convinced: whether it's for free frames or cheaper hearing aids, everyone will pay the bill. "It's the community, because the more we spend on health insurance, the more it increases, and so on," she insists.

According to the French National Union of Ophthalmologists, these advertisements cause overconsumption of medical care.

“We currently have one of the highest renewal rates in France. These advertisements are extremely costly for retailers, since they are the ones who advertise. And of course, patients find this in the price of their equipment,” notes Vincent Dedes, the president.

For some opticians' unions, banning advertising would serve no purpose. The market will always be boosted by the aging population.