Clarity of disposable lense pricing

Your disposable lenses will cost you a lot more than £5.99.

Is the pricing on this advert misleading?

The headline price of £5.99 is shouted loud and clear. In reality, the minimum transaction cost is £13.38.

£5.99 gets you a box of 32 disposable contact lenses. But you cannot buy one box, the minimum order is, in small print, 2 boxes.

Then you have to pay £0.70 shipping per box. As stated though, you cannot buy one box. So the minimum shipping is £1.40.

This feels like a slightly more overt version of drip pricing, as some ticketing websites are accused of.

Drip pricing is a technique used by online retailers of goods and services whereby a headline price is advertised at the beginning of the purchase process, following which additional fees, taxes or charges, which may be unavoidable, are then incrementally disclosed or “dripped”. Source: Wikipedia

Daysoft advert on London Underground, 19 June 2108
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