CUSTOMERS who go to optometrists who are members of the Singapore Optometric Association (SOA) can expect 'fair and transparent' service from now on, says consumer watchdog Case.

This includes showing prices clearly, offering safe and reliable products, and no false advertising.

A memorandum of understanding (MOU), signed on Sunday between the Consumers Association of Singapore (Case) and the SOA - which has about 200 members - sets out the guidelines.

Case will also offer its mediation service to customers who feel aggrieved by any product or service they have received from a SOA member.

In the last three years, Case has received 240 complaints against eye-care providers. The bulk of these complaints had to do with unsatisfactory service or products and over-charging.

 'Without the MOU, optometrists may be reluctant to come for mediation to settle the dispute,' said Mr Yeo.

Meanwhile, the Optometrists and Opticians Act came into force this month to ensure that those who provide eye-care services are properly trained and qualified.

There are 505 registered optometrists here and about 800 optical shops, said SOA president David Chong.

The SOA hopes to raise the profile of optometrists, who are 'more than retailers and are professionals', said Mr Chong.

Beyond testing for a person's eye power, optometrists can diagnose basic eye diseases and refer patients to eye doctors.

Case will put up the list of SOA members on its website soon at http://www.case.org.sg