Financial Integrity & Conflicts of Interest

Financial honesty protects clinical neutrality and patient trust. Advice should follow clinical need, not incentives, sales targets, or assumptions about what a patient can afford. ^[1][3][4]

Separate clinical need from commercial choice

Clinically suitable options at different costs should be explained with equal care. ^[5][1][6]

Clinicians should distinguish features that directly affect eye health from those that are mainly about preference or convenience. Prices must be made clear and written quotes provided. ^[5][1]

Declare and manage interests

Any sponsorships, referral payments, or business links must be declared in plain language. Where a conflict cannot be avoided, the mitigation should be recorded and the clinician should step back from the decision if needed. ^[2][3]

• Conflict controls to put in place: keep a register of interests; use a standard form to show all dispensing options; review records to check that advice is balanced; and make sponsorship for education or speaking roles visible. ^[2][4]
• Transparency checklist: explain costs before the patient commits; avoid pressure such as “only today” offers; record the patient’s stated priorities; and write down the clinical reasons for any unusual choice. ^[1][6][5]

Team and policy alignment

Managers should not encourage staff to push sales regardless of need. Training should show clearly how to separate clinical advice from optional extras. If promotions are offered, staff must still explain suitable lower-cost options fairly and record them as part of the discussion. ^[2][5][6]

• Simple record set: note if a promotion was running; confirm that all options were explained; record the patient’s choice and reasons; and log any declared conflicts linked to the visit. ^[2][5][1]

Honesty in advertising and communication

Professional integrity must extend to websites, social media, posters, and promotional materials. Patients must not be misled by exaggerated claims, confusing offers, or unlawful comparisons.

Clinicians should avoid promising results that cannot be guaranteed (for example, “cure” claims for myopia control). Any statistics or testimonials must be accurate, verifiable, and shown in context.

Advertising should comply with the UK Advertising Standards Authority (ASA) and CAP Code. Fees or promotions must be described in plain language so patients can make informed choices. Clear, accurate, lawful communication maintains public trust and protects patients from confusion or pressure.

References (numbered in text) Why we include references

1. 16. Be honest and trustworthy — General Optical Council Find (opens in a new tab)
2. Managing conflicts of interest in the NHS: guidance for staff and organisations — NHS England (published 2017; updated 2024) Find (opens in a new tab)
3. Identifying and managing conflicts of interest — General Medical Council (guidance, 2024) Find (opens in a new tab)
4. Aaron P Mitchell; Niti U Trivedi; Renee L Gennarelli; Susan Chimonas; Sara M Tabatabai; Johanna Goldberg; Luis A Diaz Jr; Deborah Korenstein, Are Financial Payments from the Pharmaceutical Industry Associated with Physician Prescribing? A Systematic Review — Annals of Internal Medicine (2020) Find (opens in a new tab)
5. Shared decision making (NICE guideline NG197) — National Institute for Health and Care Excellence (published 2021) Find (opens in a new tab)
6. Unfair commercial practices: CMA207 — Competition and Markets Authority / GOV.UK (guidance, 2025) Find (opens in a new tab)