The Consumer Ombudsman has criticized Profil Optik for misleading marketing regarding its “Fellepini x Sea2See” glasses series. The optical chain claimed the glasses were made from plastic waste recovered from the sea but could not provide sufficient documentation to support this claim.

The Consumer Ombudsman initiated the investigation following a complaint from the consumer council Forbrugerrådet Tænk, which identified the glasses as one of 11 products making unsubstantiated “green” claims during a 2024 assessment. The Ombudsman determined that Profil Optik violated the Marketing Practices Act by marketing the glasses as climate-friendly and sustainable, despite negative environmental impacts throughout the product’s life cycle.

While Profil Optik will not face a fine or product recall, the company has been urged to revise its marketing practices. This reprimand serves as a warning against misleading consumers with unsubstantiated environmental claims.

Profil Optik stated that it believed it had adequate documentation for the recycled plastic used in the glasses. The optical chain said it is taking the matter seriously and will work with its suppliers to ensure future marketing aligns with regulations. Currently, the glasses are still available for purchase on Profil Optik’s website, but the product description no longer specifies that they are made from plastic waste from the sea.