Crizal® has become the industry standard term for a high quality lens coating. Made by Essilor, the world’s largest lens company, Crizal® sets the standard for durability and scratch resistance for eyeglass lens coatings.  Essilor originally introduced Crizal® , but later that technology was superceded by Crizal® Alize®, and then Crizal® Avance™.   Crizal® is not used much anymore, and it is almost always dispensed as Crizal® Alize® or Crizal® Avance™.

Did you know that…

Over 80% of the information we receive through our senses is provided by our eyesight? As the only link between that information and your eyes, eyeglass lenses play an essential role. The greater their transparency, the more information they transmit.

Smudges, dust and reflections make lenses less transparent and consequently their optical performance is less effective. Your lenses are constantly exposed to these three enemies that can impair contrast perception, and as a result, lens performance.

Crizal lenses by Essilor provide longer lasting transparency.

Essilor of America, Inc. has teamed with 3M Company to debut a state-of-the-art lens, Crizal Avance with Scotchgard Protector, the Anti-Reflective lens that’s made to stay clean. This exciting new generation of Crizal® lenses offers customers an unprecedented level of lens performance, cleanability and clarity.

Leading-edge technology makes these reflection free eyeglass lenses resistant to scratches, dust and smudges. They are easier to clean than ever! Plus, their exceptional clarity ensures optimal quality of vision.

Crizal® Alize and Crizal® Avance™

A clinical study shows that a Crizal lens improves contrast perception by 20%*, versus an ordinary lens with no anti-reflective coating. This translates to greater visual comfort, especially for the wearer who works on a computer, or under fluorescent lighting.

Crizal is shown to improve eyeglass wearers’ perceived contrast threshold up to five times* in a simulated night driving situation combining dim light and bright glare from oncoming headlights.

More than 260 million Crizal-treated lenses have been sold worldwide since the product was launched in 1992. In fact, the satisfaction rate of the latest generation of Crizal lenses was above 90%*. (* International study – 689 Eyecare professionals – August 2009)

Crizal lenses perfect transparency allows you to enjoy the world with no limitations.

Crizal coatings are based on advanced technologies developed to counter the enemies of clear vision. These technologies are perfectly integrated and specifically optimized for ophthalmic applications. Even when combined, they ensure a compact, uniform and durable coating, hairline thin.

The following technologies have revolutionized Crizal lenses:

• the Scratch Resistance Booster™ reinforces resistance to scratches
• the HSD Process™ (High Surface Density) improves smudge resistance
• i-Technology™ enables dust repellence
• Slide-Fx™ ensures that water droplets slide off the lens.

Discover the 5 Crizal Benefits

Crizal coatings ensure perfectly clear vision by attacking its eyeglasses 5 worst enemies:

1 Glare, caused by reflections, especially at night, or when working on the computer.

Crizal lenses are made up of a series of thin mineral layers that prevent light interference on the surface of the lens, thus eliminating glare.

2 Smudges, which diffuse light as it hits the lens and blur your vision.

The HSD™ Process (High Surface Density Process™) optimizes the density of hydrophobic and oleophobic molecules on the surface of the lens. Water and smudges are better repelled and the lens is easier to clean, when required.

3 Scratches, which reduce visual comfort.

The introduction of an extra thin layer called the SR Booster™ (Scratch Resistance)optimizes interaction among the different treatment layers, and boosts, or strengthens, the whole stack. It considerably increases scratch resistance.

4 Dust, which can be an obstacle to sharp vision.

Crizal’s anti-dust efficiency is obtained thanks to i-Technology™, inspired by space technology and fibre optics. It enables the insertion of a transparent conductive layer within the antireflective stack, equipping the lens with antistatic properties that keep it virtually dust free, even after wiping.

5 Water drops, which distort vision.

The water-repellent coating on Crizal lenses keeps water from collecting on their surface. On a standard lens, water drops spread and stick to the surface. On a Crizal lens, the drops roll into small balls to slide off the lens with ease, without leaving a trace thanks to Slide-FX™ technology developed by Essilor.

How to Protect and Preserve your Crizal Lenses

• Always use both hands to remove your glasses so as not to bend or damage the frames.
• To avoid scratching your eyeglass lenses, never put them face down.
• When you take off your glasses, always fold the arms and put them into their proper resting position.
• Never leave your glasses under a heat source (windshield, in direct sunlight, etc.).
• Always place your glasses in their case when not in use.
• For regular care, use your Crizaline cleaning cloth.
• Your Crizal eyeglass lenses’ hydrophobic coating is so effective that your lenses don’t require cleaning products.

Crizal No-Glare lenses are the most reliable and technologically advanced protection against visual distractions caused by unwanted reflections, scratches and smudges.

• See Better

Safer, more comfortable nighttime driving by reducing glare from headlights, taillights and street lights

• Fight reflections from overhead lights

Resist the normal scratches and smudges that come from everyday wear and tear

• Look Better

Clear and glare-free lenses, so people see you and your eyes instead of your glasses

• Feel Better

Reduce headaches, blurred vision and irritated eyes caused by reflections from computer screens

Crizal lenses satisfy the first need of wearers: clarity of vision. Have the Clearest Vision Possible!

An example of a standard uncoated lens compared to a lens with Crizal 2 Anti reflection applied. As you can see reflections are reduced drastically leading to clearer vision.

Do you want your Halloween costume to stand out in the crowd? Changing the look of your eyes and finishing off your Halloween costume with a great set of Halloween contact lenses will make your day.

Halloween contact lenses are a great way to complete your Halloween costumes. Weird colored contact lenses definitely supply your costume that bit extra that can make your costume totally unforgettable. A lot of people are using special effect or costume lenses simply for enjoyment, not only for costume parties.

Halloween contact lenses are a new “must have accessory” for the best tripped out costume ever. These lenses however, are not to be used for replacing your eyeglasses, but just for special occasions.

There are a lot of things that people do to try to top off there Halloween costume. Some of the things that people try to do to stick out from all the others are adding props and little detail touches on costumes. Some go all out and buy the most expensive cool looking costumes out there, others work extra hard on their make up.

These are all great ideas to set your self apart from all the other vampires, cats, goblins, and skeletons, however there is one that could really impress everyone. This is special effects contacts, where you can black or white out your eyes, have the narrow pupil like a cat, have your eyes glow in the dark, or just be crazy looking with multiple colors. You can get basically any color and design you could think of, there are so many different types of Halloween contact lens it’s unbelievable.

The most popular Halloween Contact Lenses are:

• Twilight Contact Lenses
• Blackout and whiteout
• Cat eye
• Alien
• Hypnotica
• Ice fire
• Wolf
• Fire
• Bloodshot

The massive popularity of the “Twilight” movies and books make Twilight related lenses incredibly trendy. These feature a yellow and red colored lens that’s really intense looking. If you wear these on days other than around Halloween, you might actually freak some people out.

Other Kinds of Halloween Contact Lenses

Amazing vibrant blue cosmetic lenses, often referred to as “Angelic”, are among the hottest color contacts all year round. A further fantastic party lens is a type of special effect contact lens that glows under black lighting. These types of “party” contacts are available in green, blue, orange and yellow. They are also the perfect special effect contact lenses for clubbing and parties.

These are halloween or special effect contact lenses that personify a character to a great extent. A mysterious character in a movie or drama will look all the more mystifying if they have the right type of contact lenses on. Similarly a beastly or ghostly character can capture the essence of his/her image buy wearing a glow contact lens or a bloodshot eye lens or any other lenses that will make them look scary as hell!

A great way to refresh your look, whether it is for a special occasion or simply to vary clothing and make-up possibilities is to wear Circle Contact Lenses. Unlike traditional colored contact lenses, which cover only the iris of the eye, circle lenses extend to cover part of the whites as well, which make the wearer’s eyes look huge.

Circle contact lenses have become quite a fashion trend these last months, especially after Lady Gaga used them for her Bad Romance video clip. Aside from the Lady Gaga allure, many young women claim that they wear them to make their eyes look bigger.

Circle lenses were available before the Gaga explosion, and in fact their popularity originated in Japan, Singapore and South Korea where many young women wear them to accentuate their eyes to resemble Japanese anime characters. The decorative contact lenses come in a variety of colors and give the wearer a doe-eyed, “manga charachter” appearance.

Circle Contact Lenses are special extra-wide cosmetic contact lenses which make the eye appear larger, because the circle contact lenses are bigger in diameter and these lens even cover the whitish area around the iris thus making eyes look bigger than normal.

Since 2005, it has been illegal in the United States to sell any type of contact lenses — corrective or cosmetic — without a prescription, which is why no major manufacturer in the United States sells these contacts. Most young women end up getting them through online sellers that they have found out about through message boards and YouTube videos.

Circle contact lenses come in a variety of colors

Big eye circle contact lenses are not FDA approved and illegal to purchase in the U.S.A., this is causing many people to purchase them overseas for a cheap price. Circle contact lenses are available online for as little as $20 to $30 per pair, and corrective versions of the circle lenses are not available.

Circle Contact Lens Risks:

Circle lenses become a fashion trend after Lady Gaga used them for Bad Romance video clip

Now health concerns are arising regarding the use of these lenses that makes your iris look larger. The FDA has stated that these lenses can bring health risk ot the ones using them: “Consumers risk significant eye injuries, even blindness, when they buy contact lenses without a valid prescription or help from an eye professional.” Said Karen Riley, spokeswoman for the FDA.

There is no way to know how the contacts were made or what type of material was used to make them which can be dangerous to the eyes and possibly cause infections. Also, contacts need to be properly fitted to the user’s eye. Circle contact lens covers big part of the eye and block oxygen supply to eyes. Long term usage can be dangerous for your eyes, as you might even lose your eye sight.

When you purchase them online, you don’t get the correct care advice that an optometrist would normally provide, and to first time contact users this can be a very serious problem.

The FDA recommends:

• Get a valid prescription that includes the brand and lens dimensions.
• Buy the lenses from an eye care professional or from a vendor who requires that you provide prescription information for the lenses.
• Get an eye exam from a licensed eye care professional, even if you feel your vision is perfect.
• Follow directions for cleaning, disinfecting, and wearing the lenses, and visit your eye care professional for follow-up eye exams.

Is popular singer Lady Gaga wearing circle contact lenses designed to enlarge the iris of her eye in her video “Bad Romance?”

Lady Gaga’s “doll-like”, cartoonishly large eyes were most likely generated by a computer, but teens and young women across the country have been copying them with special big eye contact lenses called “circle contact lenses” imported from Asia. Known as circle lenses, these are colored contacts — sometimes in weird shades like violet and pink and with special effects — that make the eyes appear much larger because they cover not only the iris, like ordinary lenses do, but also part of the whites.

Check out Lady Gaga’s enormous, manga-like eyes on her pop video, “Bad Romance.”

Lady Gaga’s “anime character” large eyes have sparked a new, dangerous trend, and now the cool kids are buying “circle lenses.” These wider-than-life colored contact lenses, long popular in Korea, extend past the pupils to cover parts of the whites of the eyes.

Circle lenses are imported from Asia and sometimes come in strange colors such as violet and pink. The look is characteristic of Japanese anime, and is “mainstream” in Japan, Singapore, and South Korea.

Lady Gaga's contact lenses make eyes look larger

This new trend give the wearer the look of an anime character. But it is a dangerous one, because wearing contacts that haven’t been properly fitted by a doctor increases the risk of infection.

The circle eyes lenses are illegal in the U.S., but are available on a range of international websites. So whether they are illegal in the U.S., but people are buying them over the Internet.

The cicle eyes contact lenses are widely available online, typically for $20 to $30 a pair, both in prescription strengths and purely decorative. On message boards and in YouTube videos, young women and teenage girls have been spreading the word about where to buy them.

In some cases infections eve can lead to blindness. Beside of this, corneal ulcers, scratches or abrasions in the corner of the eye, impairing vision either from the tears or from infection, and depriving the eye of oxygen all can set up the risk of infection and in some rare cases, even blindness.

It may be worth noting that Lady Gaga wasn’t wearing circle lenses in the video. According to New York Times, her gaze was computer-generated. Let’s hope her fans take the American Optometric Association’s warning seriously.

Circle Lenses make eyes appear bigger, like an anime character

These lenses might be just another beauty fad if not for the facts that they are contraband and that eye doctors express grave concern over them. It is illegal in the United States to sell any contact lenses, either corrective or cosmetic, without a prescription, and no major maker of contact lenses in the United States currently sells circle lenses.

At best, users could experience redness, swelling, or a painfully red eye. At worst? People who buy lenses without a consultation from an eye doctor put themselves at risk of serious bacterial infection, or even significant damage to the eye’s ability to function, with the potential for irreversible sight loss.

Contact lenses, whether used to correct vision problems or for fashionable reasons, are considered medical devices by the Food and Drug Administration (FAD). For those wishing to wear decorative contacts, also called plano contacts, the FDA offers following advice to minimize risk:

• First of all, get an eye exam from a licensed eye care professional, even if your vision is perfect.
• Then get a valid prescription that includes the brand and lens dimensions.
• Buy the lenses from an eye care professional or from a vendor who requires that you provide prescription information for the lenses.
• Follow directions for cleaning, disinfecting, and wearing the lenses, and visit your eye care professional for follow-up eye exams.

Check out makeup artist Michelle Phan’s detailed and easy to understand “how to get Lady Gaga’s look” makeup tutorial:

WASHINGTON — President Barack Obama on Tuesday signed the sweeping health care reform legislation that was passed by the House of Representatives on Sunday night.

The legislation will massively revamp the nation’s health care delivery and financing system. By far, the biggest changes would be expanding Medicaid and establishing federal health insurance premium subsidies to the lower and middle-income uninsured. Congressional budget analysts estimate those changes could result in as many as 32 million uninsured gaining coverage.

The Senate today will begin debate on a second reform measure, a so-called reconciliation bill that also was approved by the House. That bill is designed to alter certain aspects of the main reform measure.

The legislation is packed with provisions that will directly affect employer-provided health care plans.

Some will require almost immediate action by employers. For example, within six months after enactment, employers will have to amend their plans to extend coverage to employees’ adult children up to age 26, if those dependents are not eligible for other group coverage.

Bigger changes are further down the road. By 2013, employers will have to redesign their flexible spending accounts to impose a $2,500 annual limit on contributions. There is no limit now, though employers typically impose limits between $4,000 and $5,000.

Also in 2013, employers providing prescription drug coverage to Medicare-eligible retirees will lose a tax break. Under a 2003 law, employers providing prescription drug coverage at least equal to Medicare Part D receive tax-free payments from the government equal to 28% of what they spend—within a certain range—on retiree prescription drug coverage. The subsidy will continue under the legislation, but employers will be barred from taking a tax deduction on expenses equal to the subsidy starting in 2013.

That change in tax law may lead some employers to drop the coverage, benefit experts say.

In 2014, employers with at least 50 employees that do not offer coverage will pay a tax of $2,000 for each employee without coverage. In computing the tax, the first 30 employees would not be counted.

Also in 2014, a new affordability test will kick in that could result in employers facing assessments unless they redesign their plans. If the premium paid by an employee exceeds 9.5% of their income and the employee uses federal health insurance premium subsidies to purchase coverage through new state health insurance exchanges, the employer would have to pay an assessment of $3,000 for that employee.

Employers most exposed to that assessment will be those with relatively low-paid workforces and that require employees to make hefty premium contributions relative to their income.

Starting in 2018, a 40% excise tax would be imposed on health insurance premiums exceeding $10,200 for single coverage and $27,500 for family coverage. The cost thresholds triggering the tax will be slightly higher plans for covering retirees or employees in certain high-risk industries. In 2019, the thresholds would rise to match the increase in the Consumer Price Index, plus one percentage point.

Source: www.businessinsurance.com

Eyes are most precious organ of our body. Eyes adds vision to our life. About 80 % of what we perceive comes through the eyes. Our memories are made 80 % by images. The eye comes with information about the depth, distance, shape, color and movement of the objects.

In our generation  many people have blindly accepted many vision related myths without thinking much on it. Following article tries to debunk Top 20 most common vision or eyesight related myths which some people are still believe in.

1. Contact lenses are better than Wearing Glasses. Wearing glasses is far safer option than using contact lenses. Glasses are not only cheaper but also easy to maintain than contact lenses. Glasses don’t stick on your eyes the way contact lenses do. Wearing and removing contact lenses is also a tedious and time consuming job.
2. Reading in the dark is bad for your vision. Although reading in dim light can cause tiredness to your eyes, but no harm can be caused.
3. Some exercises for eyes can improve your vision. Eye exercise do relax your eye but can’t improve vision. Any other efforts is a needless waste of time and does not bring any benefit. It is recommended to live a physically active life and have a balanced diet for keeping your eyes healthy.

1. The eyes can “wear out”. You can not “wear out” they are actively using them.
2. Older people eyesight is improving, as they get second sight. The “second sight” means the ability of people to see better as they get older. The reason for this vision improvement is that the lens of the eye is affected by increasing cataract.
3. Frequent sex (or masturbation) can lead to blindness. Enjoying active sex life and mastuurbation don’t make you blind. However sexually transmitted venereal diseases like syphilis, if left untreated, can lead to blindness, dementia and death. That is how this myth was born.
4. Sitting close to the TV is bad for your vision. There is no evidence that it is harmful to your eyes. Sitting to wherever is most convenient. The eyes may get tired of sitting in front of TV at a short distance, if the light in the room is too dim.
5. Wearing glasses is harmful to the eyes. In fact, in order to see well, you need to find glasses with a doctor. Points that do not suit you, do not harm your eyes.
6. If you need glasses, your eyes are not healthy. Need glasses has nothing to do with the health of your eyes. You just have some normal variation in the size or shape of the eye or a change that normally occurs with age.
7. Glasses can affect vision in some time. Wearing glasses has never declined. In fact, all a matter of habit. But not wearing glasses can worsen your eyesight.
8. Crossing the eyes produce strabismus. The incorrect eyes’ posture is the result of developmental impairments. Crossing the eyes for amusement is not dangerous.
9. Blind people have a sixth sense or any talent. Most people with perfect vision do not pay attention to senses like sound, smell and touch in their daily activities. Blind people automatically start adopting, practicing and relying on other body senses. This is not a sixth sense; it’s a result of hard work and continuous practice.
10. There is no need to check the eyesight before you are forty years. The eye disease may occur at any time. Everyone should receive regular eye tests, even if you don’t have any vision related problems. Early diagnosis is better to treat any disease. There are eye diseases that are treatable. Glaucoma, for example, is one of those things that appear before you banging forty.
11. LASIK Eye Operation Cures Eyesight. Lasik don’t cure eyesight permanently. Though painless it is still a risky operation and comes with heavy future side-effects. It is much better to continue wearing glasses or contact lenses than burning your sensitive eyes under a laser. I still don’t understand why doctors call Lasik, a safer option? Many people opt for LASIK operation to get rid of glasses as they believe this will boost their personality. It makes no sense to risk your precious natural eyesight just to boost personality. So stop fighting over it and remove the world ‘LASIK’ from your Life. If you still don’t want to compromise on natural vision and fashion then visit your nearest optical stores and ask for a stylish frame which suit your personality type. Stylish glasses looks attractive on most people, then why not wear them?
12. Doctors can do eye transplants. It is impossible to transplant a whole eye. It is connected with the brain optic nerve. If it is cut, it will not connect again. So full eye transplant sounds good only in fiction and movies. When doctors figure out how to do a brain transplant, they will be able to transplant the eye. However eye parts like corneas can be transplanted.
13. Scientists have created a “bionic eye”. Researchers working on a microchip, replacing the damaged retinal cells in the central vision. Other scientists have tried to find out a way to connect the camera directly to the brain. The eyes and brain do not work as a computer and a video camera. Even if you get a bionic eye, it still is not possible to connect it to the brain.
14. The sun is not harmful if wearing sunglasses or if developed strabismus. Solar ultraviolet light can damage the sensitive cornea, retina and lens. Looking at the sun, you may be not only a headache and a temporary distortion of vision, but a permanent impairment of the function of eyes. Never look at a solar eclipse. Direct sunlight can make a person blind in less than a minute.
15. Eat a lot of carrots to improve vision. Good nutrition is important for overall health, including your eyes. But Only a small amount of vitamin A, contained in the carrots, is necessary to maintain good vision.
16. The vein of the iris can show a person’s health. Similarly to the fingerprints, the veins of the iris are very personal and cannot display the health of the owner.
17. Nothing can be done to prevent vision loss. Regular inspection of eyes, healthy life style, and respect for the eyes can help you protect most precious sensory organ. If there are any problems with your vision, you should immediately contact an ophthalmologist. If the disease is detected at an early stage of development, it can either prevent or slow down. So start caring your eyes to preserve their good natural health.

In Tokyo’s Waseda University created the world’s thinnest band-aid,  a nanometers-thick adhesive bandage sheet designed for surgical use. With nano band-aid you can pull off a wound, even on internal organs. Scientists have successfully used it healing a wound in the lungs of a dog. One week after attaching the plaster, scientists found the dog’s wound had healed.

Named “Nano Bansoko” (nano band-aid), the new bandage is between from several tens of nanometers to 1,500 nanometers thick (a nanometer is one-billionth of a meter). It is more than 1,000 times thinner than a plastic wrap. One side of nano band-aid is highly adhesive and can stick to tissues around wounds, while the other side shows very little tissue adhesion. The bandage, which breaks down naturally after healing, is made from chitosan (a substance derived from chitin found in crab shells) and alginate sodium (produced in kelp slime).

“We will now conduct a detailed safety evaluation in order to put the bandage into practical use in three years,” said professor Shinji Takeoka, who also announced plans to study the use of the bandage on other organs like intestines, as well as in scar prevention on sutured wounds after breast cancer surgery.

People who repeatedly recover from ordinary seasonal flu or a few times vaccinated, perhaps, to some extent are protected from the swine flu A virus H1N1, researchers from the United States reported.

They found evidence that the human immune system can partially recognize A virus H1N1 virus, which is something still similar to seasonal influenza viruses.

“Swine influenza is a bit like an ordinary flu, which may suggest that humans already have a partial immunity against it. Perhaps this can make the disease less severe among the general population than previously estimated,” – said Alessandro Sette, Ph.D. Head and Member Center for Infectious Disease in California.
The study also may help explain why many older people are not so hard to carry the disease, said Ellison Dekhat Augustine from the National Institute of Allergy and Infectious Diseases. “We adults may be a partial immunity against A virus H1N1,” – she said.

Swine flu has swept through about 22 million Americans from April to October, killing an estimated 3,900 people, including 540 children.

“We’ve been tracking influenza for decades,” says Anne Schuchat, director of the CDC’s National Center for Immunization and Respiratory Diseases. “What we are seeing in 2009 is unprecedented.”

Study Group of the Wake Forest University have successfully grown a rabbit’s penis, based on collagen and cells of rabbits. With artificial penis rabbits regained not only erectile function but also the reproduction ability, a medical conference in the U.S. has been told.

The research was led by the team of Dr. Anthony Atala, who said that the novel experiments raise hope that tissue engineering can one day be used to help men with severe impotence, or needing penile reconstruction, to regain their full sexual function.

The concept is that cells from a reduced organ are sprayed onto a collagen matrix, then bathed with compounds that stimulate cell growth and left in kept in an environment that duplicates the temperature and chemical makeup of living tissue.

The cells were naturally reproduced in the laboratory and within weeks have grown enough to be used to replace or reconstruct the defective organ or body structure. After that the cells were surgically implanted in the sexual organs of rabbits.  Since the implanted cells come directly from the body part that needs repair, problems associated with rejection are eliminated.

This scientific breakthrough gives hope for a similar restoration of the human penis, if it was damaged in accident or illness. However, scientists said that before starting the approbation of this technology in humans it is necessary to conduct additional studies.

“Right now we can do partial penile repair but in order to do complete replacements we need to make sure all the parts are there, including the nerves,” Atala said in a media statement. “This research takes us one step closer.”

New research being presented at an obesity conference this week found that the cereals that are most frequently and aggressively marketed directly to American children as young as 2 were also the least healthy.
The study, reported in The Cereal Food Advertising to Children and Teens Score Report, was part funded by the Robert Wood Johnson Foundation, and was conducted by researchers from Yale University’s Rudd Center for Food Policy and Obesity. It is being presented at Obesity 2009, the 27th annual scientific meeting of The Obesity Society, in Washington on 27 October.

Researchers find that cereals for children have 85% more sugar, 65% less fiber and 60% more sodium than cereals marketed to adults. In addition, companies are spending more than $156 million a year to market these cereals directly to kids.

Researchers analyzed 277 individual cereal varieties across 115 brands. Brands were identified as ‘child brands’ if they were marketed directly to children on television and the internet. They found that preschool-age children in the US see an average of 642 cereal commercials a year on television alone, “almost all for cereals with the worst nutrition rankings.”

Lead investigator Dr Jennifer Harris, director of marketing initiatives at the Rudd Center, told the press that: “This research demonstrates just how far cereal companies have gone to target children in almost everything they do.”
The researchers found that not one the cereals targeted to children in the United States meets the nutrition standard required to advertise to children in the United Kingdom.

These findings are part of an extensive analysis of children’s cereals conducted by researchers at the Yale Rudd Center for Food Policy and Obesity as part of the RWJF-funded Cereal FACTS (Food Advertising to Children and Teens Score) project. The results of this study were presented at the 2009 Obesity Society Meeting in Washington, District Columbia.