Be honest and trustworthy – General Optical Council Standards

Act with honesty and integrity to maintain public trust and confidence in your profession
Avoid or manage any conflicts of interest which might affect your professional judgement. If appropriate, declare an interest, withdraw yourself from the conflict and decline gifts and hospitality.
Ensure that incentives, targets and similar factors do not affect your professional judgement. Do not allow personal or commercial interests and gains to compromise patient care.
Ensure that you do not make false or misleading statements when describing your individual knowledge, experience, expertise and specialties, including by the use of titles.
Be honest in your financial and commercial dealings and give patients clear information about the costs of your professional services and products before they commit to buying.
Do not make misleading, confusing or unlawful statements within your communications.