Towards stricter regulation of advertising for glasses and hearing aids?

The visual and auditory health sector is increasingly debating advertising, highlighting a major issue for public authorities and market players. The Charges and Products report for 2026 from the Health Insurance raises a bold proposal: banning advertising for glasses and hearing aids. This measure, considered to control healthcare expenses and protect consumers, echoes the numerous promotional campaigns that are omnipresent, often focused on special offers, such as “one pair of glasses purchased, the second at one euro” or aggressive promotions on hearing aids. Stricter regulation of advertising in this sensitive sector now seems unavoidable.

This hypothesis of banning advertising impacts not only the economic effect on Social Security but also the quality of information provided to the public. Iconic brands such as Essilor, Ray-Ban, Krys, Afflelou, as well as audience specialists like Phonak, Audika, Audio 2000, and Starkey are directly affected by this potential turning point. Advertising, with its sometimes deceptive messages or overly commercial focus, is criticized for its influence on purchasing behaviors and the perception of auditory and visual health aids.

Moreover, the legislative and regulatory frameworks already governing advertising for healthcare products, of which this is part, are currently under reflection to better adapt to modern marketing practices and ensure better consumer protection against this commercial escalation.

Current issues and legal context of advertising for glasses and hearing aids

The French and European legal frameworks have been regulating advertising for medical devices, including glasses and hearing aids, for several years. This sector, at the border between healthcare and commerce, is subject to a rigorous normative arsenal aimed primarily at protecting users and ensuring reliable, non-deceptive information.

The Public Health Code, notably through its articles L.5122-1 to L.5122-16, sets fundamental rules for this regulation. These provisions prohibit, among other things, false advertising, the promotion of unjustified treatments, or ads that could mislead regarding coverage, which is crucial in a context where reimbursements are subject to strict criteria. Concurrently, European directives harmonize these measures at the community level.

The complexity of this regulation is amplified by aggressive marketing practices used by certain establishments. Ongoing campaigns, sometimes via television, radio, or social media, rely on exceptional promotional offers that tend to trivialize impulsive purchases, even though these devices require personalized advice and follow-up.

• 📌 Respect for advertising ethics in health
• 📌 Protection against misinformation
• 📌 Regulation of claims about reimbursement and quality
• 📌 Overall cost for the healthcare system
• 📌 Influence on purchasing behaviors and public health

Element	Regulatory requirement	Consequence
Advertising on hearing aids	Ban on misleading messages and testimonials	Limitation of unverified promises
Display on glasses	Obligation to mention reimbursement and health message	Clear information to avoid confusion
Promotional offers	Regulation to prevent trivializing impulsive purchases	Maintain good commercial practices

It should be noted that specific agreements also attempt to reframe these practices, especially concerning the promotion of the “100% health” scheme introduced in 2021, which aims to guarantee access to reimbursed products without out-of-pocket costs. However, tensions remain regarding the advertising display of this coverage, often seen as an incentive to consumption.

Economic impacts and pressure on Social Security

The measure proposed by Health Insurance in its 2025 report is not merely an ethical concern. The economic weight of expenses related to glasses and hearing aids is a key factor.

The steady growth of expenses, attributable both to the aging population and to more frequent use of optical and auditory devices, exerts constant pressure on public finances. This situation carries a risk of budget overruns, prompting the search for corrective measures.

Advertising, by promoting overconsumption and the acquisition of sometimes non-essential products, is often criticized. Some major sector players, such as Optic 2000, Afflelou, or Krys for optics, and Phonak, Starkey, or Audio 2000 for hearing, must anticipate potential changes in their marketing strategies.

• 💡 Control of health insurance costs
• 💡 Reduction of non-essential purchases driven by advertising
• 💡 Adjustment of commercial offers in response to regulations
• 💡 Impact on margins of manufacturers and distributors
• 💡 Balance between access to care and public expenditure

Expense item	Average annual increase	Impact on health insurance
Glasses (frames + lenses)	+3.5% 📈	An increasing share of the optical budget
Hearing aids	+4.2% 📈	Significant cost for the health branch
Targeted advertising	Intensification of campaigns	Factor increasing expenses

According to some experts, a ban on advertising could reduce this inflationary trend by promoting more responsible consumption. This raises complex issues related to the freedom of commercial expression and the boundary between promotion and consumer protection.

Mechanisms and examples of aggressive advertising in optics and hearing

Advertising strategies used in the fields of glasses and hearing aids are characterized by strong marketing creativity aimed at the “bargain effect” and immediate purchase. Massive campaigns are deployed, combining television, radio, urban displays, and digital media, often supported by highly attractive promotions.

Recent examples illustrate this trend: the promotion “One pair of glasses purchased, the second at 1 euro” has become a classic. In the auditory sector, sometimes over-the-top offers, such as “two devices purchased, a smartphone offered,” have been reported, sparking criticism and questions.

• 📢 Massive and repeated promotional offers
• 📢 Highlighting accessories unrelated to health needs (e.g., smartphones)
• 📢 Advertising about compliance or reimbursement “100% health”
• 📢 Suspicious or diverted testimonials
• 📢 Large-format displays and intense TV spots

Campaign	Type of offer	Issue raised
Black Friday eyewear	Multiple purchases at discounted prices	Encouragement of overconsumption
Free smartphone offer	Hearing devices + technological gift	Promotion diverting attention from care
“100% health” TV spot	Promotion of reimbursement coverage	Risk of confusion among consumers

It is essential to place these approaches within a stricter ethical and regulatory framework, to avoid reinforcing distrust in the market and health professionals concerned.

Social and health consequences of unregulated advertising

Beyond economic issues, unregulated advertising in the glasses and hearing aids sector has significant impacts on public health and society. The standardization of commercial messages, sometimes excessive, influences the behavior of patients and consumers.

Researchers have observed that the trivialization of promotions tends to reduce the perception of the personalized service needed in optical or auditory equipment. This context fosters impulsive purchases poorly suited to actual needs, with risks of misuse and lack of follow-up, thus compromising the effectiveness of devices and patient satisfaction.

• 🌍 Risk of overconsumption and waste
• 🌍 Deterioration of the quality of impulsively purchased devices
• 🌍 Loss of trust in health professionals
• 🌍 Risk of negative impact on auditory and visual health
• 🌍 Increased inequalities in access to care

Social or health effect	Description	Consequence
Overconsumption	Purchases driven by aggressive commercial offers	Waste and unnecessary expenses
Misuse of devices	Lack of advice or personalized follow-up	Loss of therapeutic effectiveness
Misinformation	Deceptive or ambiguous advertising messages	Confusion among consumers

The case of hearing aids is exemplary. Brands like Audika or Phonak regularly emphasize the importance of a tailored process and support, which are endangered by exaggerated advertising.

Reactions and positions of industry and commercial actors regarding the proposed regulation

The prospect of a ban or reinforced regulation of advertising for glasses and hearing aids sparks lively debate in the sector. Market leaders, including Essilor, Ray-Ban, Optic 2000, and audiological specialists such as Starkey or Audio 2000, have already expressed their concerns.

Some highlight the risks of hindering consumer information and competition development. Others call for more regulated but pragmatic rules aimed at eliminating abuses while maintaining effective and responsible communication channels.

• ⚖️ Call for balanced regulation
• ⚖️ Importance of preserving freedom of commercial expression
• ⚖️ Need to ensure informative and educational campaigns
• ⚖️ Collaboration with health authorities for clear rules
• ⚖️ Seeking alternatives to total ban

Actor	Position	Envisaged action
Essilor / Ray-Ban	Cautious, favoring measured regulation	Dialogue with public authorities
Krys / Afflelou	Favorable to regulated advertising	Strengthening internal control
Phonak / Audika	Critical of advertising excesses	Promotion of responsible communication

The challenge lies in the ability of stakeholders to balance profitability, respect for patients, and compliance with a stricter framework. Dialogue seems already established, as evidenced by some initiatives aimed at improving transparency.

Legislative developments under discussion and international perspectives

In several European countries, the issue of controlling advertising for optical and auditory health products is also at the center of discussions. The general trend favors stricter regulation, similar to recent proposals analyzed in France.

European institutions are closely monitoring the coherence between national regulations and commercial practices, particularly through directives on medical devices and consumer protection. Some countries are even banning certain forms of advertising deemed aggressive or overly promotional.

• 🌐 Progressive European harmonization
• 🌐 Ban on excessive promotional offers
• 🌐 Strengthened regulation of advertising messages
• 🌐 Increased controls and sanctions
• 🌐 Enhanced transparency and traceability

Country	Debated measures	Impacts / Perspectives
France	Proposed advertising ban	Reduced expenses, better protection
Germany	Regulation of promotions and messages	Improved quality of information
Italy	Ban on overly aggressive campaigns	Limitation of overconsumption

It should be noted that these discussions resonate within the broader debate on health-related advertising, a delicate subject requiring ongoing policy adjustment.

Impact of regulation on innovation and brand marketing strategies

The prospect of strict advertising restrictions also affects the ability of companies such as Essilor, Ray-Ban, or Phonak to innovate in their commercial and technological approaches.

In a competitive market, communication and marketing are essential levers for promoting innovations, whether progressive lenses for presbyopia, connected hearing aids, or personalized accessories.

• 🚀 Need to adapt to more restrictive frameworks
• 🚀 Increase in educational and informational content
• 🚀 Search for new, more subtle digital channels
• 🚀 Focus on customer experience and advice
• 🚀 Greater collaboration with health professionals

Aspect	Expected impact	Strategic response
Product innovation	Essential for maintaining competitiveness despite restrictive context	Communication focused on user benefits
Marketing and advertising	Reduction of aggressive campaigns	Development of educational approaches
Customer relations	Emphasis on personalized advice	Strengthening the roles of opticians and audiologists

Initiatives in digital marketing, targeting qualified audiences with less promotional but more engaging content, are already a key axis. This aligns with a broader trend oriented toward consumer respect and responsible approach.

Expected measures and possible future stricter regulatory framework

The authorities and stakeholders are engaged in in-depth reflection on developing a new regulatory framework that could, in the near future, ban or strongly limit direct advertising for products such as glasses and hearing aids.

The main objectives of this approach are:

• 🔒 Protect consumers against overconsumption and misinformation
• 🔒 Control the impact on public expenses
• 🔒 Promote responsible and appropriate consumption
• 🔒 Encourage professionals to prioritize advice and follow-up
• 🔒 Harmonize rules at the European level for greater consistency

Envisaged measure	Content	Main objective
Total advertising ban	Elimination of TV, radio, and display spots	Reduce impulsive purchases
Precise regulation of promotions	Limiting associated offers without health justification	Avoid commercial trivialization
Strengthening health messages	Mandatory inclusion of clear warnings	Better public information

The debate is far from over, and several public consultations are planned to adjust these measures, taking into account the opinions of professionals and consumer advocates.

FAQ on advertising regulations for glasses and hearing aids

• ❓ Why consider banning advertising for these products?
  To limit overconsumption, control healthcare expenses, and protect consumers from misinformation.
• ❓ Which brands are most affected?
  The main market players targeted include Essilor, Ray-Ban, Krys, Afflelou, Audio 2000, Phonak, Audika, Optic 2000, and Starkey.
• ❓ Is advertising already regulated?
  Yes, the Public Health Code strictly governs advertising messages, but aggressive practices still persist.
• ❓ What impact would this ban have on consumers?
  It aims to promote more reasoned purchases and improve advisory quality but could reduce access to commercial information.
• ❓ Does European regulation influence French rules?
  Yes, European directives encourage harmonization of rules to better protect consumers at the community level.

For more details on legal aspects, a comprehensive article on health product advertising regulation is available. To stay updated, also consult the updated 42mag dossier.

The door is also open to interesting analytical approaches on the evolution of the legal framework and the guarantees offered to consumers.

Finally, the economic impact of this topic is thoroughly analyzed on Economiematin.fr, and strategic perspectives are proposed by Opticien Lunetier Media.

Source: www.leparisien.fr