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Eye Protection important even during winter season in ANZ PDF
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Australian News
Tuesday, 20 July 2010

Most people know to protect their eyes during the summer months, but many people don't realise that sun exposure can be damaging in winter, particularly in the snow. Centre for Eye Research Australia (CERA) Research Fellow Dr Suki Sandhu said it's important to protect eyes from the harmful effects of ultraviolet (UV) radiation all year round. According to Dr Sandhu, this exposure can lead to both short and long term eye damage.

Dr Sandhu said it's never too late to begin protecting your eyes from UV radiation. He recommends taking the following steps:

  • Choose sunglasses or snow goggles that meet the Australian Standard AS 1067. This will ensure 95 per cent of UV radiation is blocked.
  • A broad-brimmed hat will protect faces and eyes.
  • Encourage kids to be sun-smart and teach them about the dangers of looking into the sun.
  • Be aware that UV radiation is at its highest between 10am and 3pm.
  • The Bureau of Meteorology website provides a daily UV forecast for all regions including Alpine areas.
Cataract is a large and growing issue in Australia. Approximately 17 per cent of people over 40 are affected by significant cataract. It's estimated that the need for cataract surgery will double in the next 20 years. 


Diaton Tonometer Receives Approval from TGA Australia PDF
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Australian News
Friday, 16 July 2010

BiCOM Inc., obtained approval for unique medical device DIATON,through the eyelid Tonometer by Department of Health and Ageing, Therapeutic Goods Administration (TGA), which approves new medical devices before they can be sold in Australian market. DIATON Glaucoma IOP Eye Test through the eyelid aids in quick and painless glaucoma diagnostics in children and adults.

Now, TGA Australia approval in addition to USA Food & Drug FDA, CE MARK and other countries' approvals allows BiCOM Inc., a global distributor of the advanced Tonometer Diaton - unique tonometry Glaucoma Eye Test ( through the eyelid to proceed with distribution to satisfy rapidly increasing demand for Glaucoma screenings in Australia and other countries.

As per Australian Government, Department of Health and Aging, glaucoma causes blindness in 16% of 4.8 million Australians aged 55 or more.

"Gaining approval in Australia is an important milestone for our company and our unique tonometer. TGA approval enables us to reach the Australian market and to perhaps influence related markets," stated Roman Iospa, CEO of BiCOM Inc., "We’ve been receiving many inquiries of Diaton tonometer from Australia and now we are able to satisfy the demand of optometrists, ophthalmologists, doctors covering rural areas and other organizations that have been contacting us with the support of our distributor Device Technologies Australia." Diaton Tonometry is a unique approach to measuring intraocular pressure (IOP) through the eyelid - no contact with the cornea (non-contact and non-corneal), no anesthesia drops or sterilization is required. BiCOM's pen-like, hand-held, portable diagnostic device is perfect for measuring eye pressure and helps in diagnosis and prevention of blindness caused by glaucoma. Tonometer Diaton is irreplaceable for mass glaucoma screenings in children and adults.

Diaton Tonometer is intended for use by Inpatient & Outpatient Clinics such as Hospitals, Emergency Rooms, Nursing & Elderly Homes, General & Specialty Practitioners as well as by Ophthalmology and Optometry practices. Portability, safety and simplicity make Tonometer Diaton ideal for a wide range of applications: for mass screening of the population, at the patient's bedside, in geriatrics homes, in children hospitals, for the military and for home use. 

New Optometry Week initiative launches next week PDF
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Australian News
Wednesday, 14 July 2010

Optometry Week is aimed at increasing public awareness of the importance of maintaining good eye health. More than half of the Queensland and Northern Territorian population has a long‐term eye problem and many may not even know it. This alarming statistic has prompted the Optometrists Association Australia (OAA) Queensland and Northern Territory Division to launch a new initiative this year - Optometry Week.

Running from 19 to 23 July, the week aims to encourage the community to take control of their eye health and see their local Optometrist before it's too late. Local OAA member Optometrists will be participating in the week by giving away handy hints, tips and freebies during the week.

Optometrists Association Australia (OAA) Queensland and Northern Territory Division president Shannon Smith said the week would increase awareness of the importance of maintaining good eye health.

The OAA is hoping Optometry Week will encourage many Queenslanders and Northern Territorians to consult their local Optometrist and start booking in for regular eye examinations which are available with Medicare rebates. 

Vision Australia develops new resource for working with people with vision loss PDF
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Australian News
Tuesday, 13 July 2010

Nearly 30% of people over 80 years of age have vision loss. That has inspired Vision Australia to develop a resource about working with people who are blind or have low vision, at home, at work and in care facilities.

The booklet provides:

  • strategies for recognising when someone may have a vision impairment
  • an introduction to the major causes of blindness and vision impairement in older people
  • strategies on how to assis people who are blind or have low vision
To download or view the resource goto


Budget Eyewear vs. Specsavers: Court finds copyright infringement PDF
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Australian News
Tuesday, 13 July 2010

A recent Federal Court decision is a good reminder to marketers that they need to be careful when seeking to express the same concepts or ideas found in someone else's advertising. Although it is possible to copy an idea behind another advertisement, simply changing a few words will not be enough - you need to come up with your own expression of the relevant idea.

On 1 May 2010 Budget Eyewear launched its "See it like it is" advertising campaign which offered to replace broken Specsavers glasses with Budget Eyewear prescription glasses. The campaign included print advertisements and a radio script, and included phrases such as:

"If your Specsavers glasses break (and we're not saying they will) we'll replace them with a pair of ours for free".

“If your Specsavers glasses break – and we’re not saying they will – simply bring them into Budget Eyewear. We’ll replace them with a pair from our own range – free of charge”.

“If your glasses aren’t all they’re cracked up to be, don’t worry, we’ll come to the rescue. For the next two weeks... you can take any Specsavers glasses to your nearest participating Budget Eyewear store and we’ll replace them with a pair from our range – free of charge”.

Specsavers launched its own "fight back" campaign on 13 May 2010. Its print advertisement included the following phrases (the bold words are the same as the equivalent sentences in the Budget advertisements):

If your OPSM glasses happen to break, and we’re not saying they’re going to, we’ll exchange them with a pair from Specsavers with a 2 year guarantee, for free

If your prescription glasses aren’t what you hoped for, don’t stress – we’re here to help. From Thursday 13th May to Thursday 27th May, take any broken OPSM glasses to your nearest Specsavers store and we’ll give you a pair from our range – for free”.

Budget Eyewear commenced Federal Court proceedings on 14 May 2010, seeking an urgent injunction to stop the use and publication of Specsavers' advertising campaign. It alleged that the Specsavers print advertisement infringed the copyright in two Budget Eyewear print advertisements and a radio script.

Specsavers admitted that it copied Budget Eyewear's advertising for its own advertisement. Specsavers had directed its advertising agency to utilise Budget Eyewear's campaign to create Specsavers' advertisement. However, it copied the idea of the campaign, not the exact wording. As a general rule, copyright protects the expression of an idea, not the idea itself. Budget Eyewear submitted that Specsavers had attempted to avoid copyright infringement by simply replacing words from Budget Eyewear's advertisements with synonyms so that the exact words were not used. It argued that these substitutions were only minor departures from the original wording used by Budget Eyewear and were insufficient to avoid a finding of copyright infringement, particularly since it was clear and accepted that Specsavers had used the text of Budget Eyewear's advertisements to develop its own advertisement.

The Federal Court granted an injunction which stopped Specsavers from further publishing its advertisement (pending the final trial in this matter). Although the Specsavers advertisement was not an exact copy of the Budget Eyewear advertisements, it still adopted the same expression of the ideas in Budget Eyewear's advertisement where various other means could have been used to express the concept. The Court accepted Budget Eyewear's contention that "Specsavers could have copied the idea but exercised its own imagination to express that novel concept in new and different language rather than… 'using a thesaurus' to substitute a synonym." Having decided that the Specsavers advertisement took a substantial part of the Budget Eyewear advertisements, the Court was satisfied that there was, at first sight, a strong case of copyright infringement. The Court also noted that its injunction does not preclude Specsavers from creating its own expression of the concept, which, broadly speaking, could be described as the replacement of glasses on a certain basis.

This matter will now proceed to a final hearing unless it is settled out of court by Budget Eyewear and Specsavers. 

New Australian Country Manager for Optometry Giving Sight PDF
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Australian News
Friday, 09 July 2010

Optometry Giving Sight recently announced that Ron Baroni has joined the organization as its new Australian Country Manager. Ron will be based in Sydney. Ron had previous roles as Head of Corneal Group for Abbott Medical Optics for Australia / New Zealand; and prior to that as National Sales Manager for CIBA VISION.

Ron will be supported in his efforts by the National Committee of Optometry Giving Sight in Australia. The Committee comprises of Bob Lees; Ian Breadon; Michael Knipe; Amanda Davis; Dorothy McDiarmid and Graham Hill. 

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