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When it comes to marketing, the endgame is almost always to increase brand awareness, strengthen relationships between companies and consumers, and boost market share. But counter-marketing efforts are often employed to reduce consumption of “vice” goods such as cigarettes, sugary sodas, and fast food. Earlier this year, Michael “Mike” Lewis, professor of marketing, faculty director, Emory Marketing Analytics Center, published “Investigating the Effects of Excise Taxes, Public Usage Restrictions, and Anti-Smoking Ads across Cigarette Brands.” in the Journal of Marketing. Mike, along with co-authors, Yanwen Wang PhD14, associate professor of marketing and Canada research chair in Marketing Analytics at the University British Columbia, and Vishal Singh, professor of marketing, Leonard N. Stern School of Business, New York University, took a closer look at the role counter-marketing plays in the consumption of “vice” goods. Given that many “vice” categories are dominated by high-equity brands such as Marlboro, McDonald’s, and The Coca-Cola Company, the authors wanted to explore whether or not strong brands “might also affect the efforts of advocacy groups and regulators to disrupt these relationships and reduce consumption,” they note in their paper. The research focused specifically on the interplay between branding and counter-marketing with respect to cigarette consumption. By focusing on brand manufacturers rather than on regulators and consumers, the authors believe they’ve closed a gap. “The literature on smoking cessation has largely ignored the impact of branding on efforts to reduce cigarette consumption,” they write. “This is an oversight given that marketing researchers have found that brand-consumers’ relationships have significant effects on consumer decision-making.” A full article on the research is attached and is well worth the read. In that piece, readers will learn more about how the researchers expected that strong brands would take advantage of their increased customer loyalty and diminished price sensitivity to protect them from counter-marketing tactics. And while it might be counter-intuitive, the author’s research suggests that market leading cigarette brands would be better off pushing for excise taxes on cigarettes (versus smoking restrictions), as such tax increases would be attractive to government agencies (by increasing government revenue), and big brand cigarette companies would capture more market share. In other words, when it comes to combating counter-marketing efforts, “brand managers may devise strategies or lobbying efforts based on their category position,” suggest the researchers. “This isn’t a clear-cut battle of good versus evil. It’s more a matter of a brand’s people advocating for one position,” said Lewis. “A position that’s going to make them more resilient to some of these tactics.” In addition to big brand cigarette companies, the paper’s findings have implications for brands that anchor other vice categories, such as McDonald’s and The Coca-Cola Company, entities that have been the target of counter-marketing campaigns by various anti-obesity groups. According to Lewis, Wang, and Singh’s research, much of the response by these brands to the counter-marketing attempts has been centered around public relations, but the authors see opportunities to employ “different tactics” that are “appropriate for different brands,” they write. "Relationships between consumers and relatively weak brands may be disrupted using taxes, while for strong brands, the appropriate tactic seems to be usage restriction that limit public consumption. Our results suggest that brand building is the correct response to taxes, whereas usage restrictions would call for other responses, such as lobbying.” If you are a reporter looking to know more about this subject or if you have questions, then let our experts help. Professor Michael Lewis is an Associate Professor of Marketing at Emory University’s Goizueta Business School. In addition to exploring trends in the overall marketing landscape, Lewis is an expert in sports analytics and marketing. He is available for interview - simply click on his icon to arrange a discussion today.
Early-stage entrepreneurial activity in 2020 had fallen sharply from its pre-pandemic high in the UK as the economy was essentially shut down for long periods due to COVID-19 This decline was due to fewer nascent entrepreneurs than normal – that is, individuals in the first three months of starting their new business venture Nevertheless, around two-thirds of working-age adults looking to set up a business within three years said the pandemic had influenced their decision to re-assess their future engagement with the labour market As in previous economic downturns it is the small business community that drives the recovery across all sectors of the economy. UK entrepreneurs once again stand ready to rise to the challenges and opportunities created by the Coronavirus pandemic and the economic fallout from Brexit, a new report says. The latest Global Entrepreneurship Team (GEM) UK report found that although around of half budding entrepreneurs said that the UK government had so far dealt effectively with the economic consequences of the pandemic, there must be improved programmes, financial support and advice to start-ups and scale-ups through different stages of the business life cycle. GEM is the world’s largest survey of entrepreneurship and is the only global research source that collects data on entrepreneurship directly from individual entrepreneurs. It measures various rates of entrepreneurship in 43 countries in 2020. GEM’s UK team – which is led by Professor Mark Hart of Aston University – compared attitudes, activity and aspirations in the UK, Germany and the United States as well as the four home nations of the UK. Access to finance remained one of the major obstacles to entrepreneurial activity in the UK. Enhanced tax benefits for entrepreneurs, such as tax breaks for start-ups and businesses in difficulty to reduce early exits and better tax incentives for recruitment, investment in managerial and digital practices and skills were also highlighted1. The report also called for more entrepreneurial education, especially at school age as well as improved technical education and improved links between the educational system and industry to boost growth post-COVID and post-Brexit. It found that the UK still lags behind many comparable economies in this respect. Mark Hart, professor of small business and entrepreneurship at Aston Business School and deputy director of the UK’s Enterprise Research Centre, said: “The GEM survey undertaken in the last few months of 2020 showed a sharp fall in the number of individuals in the early stages of setting up a new business compared to the pre-pandemic high in 2019. “This is hardly surprising, but the analysis has also shown that the entrepreneurial foundations of the economy and society are still strong and these will be crucial for the recovery after the pandemic and in dealing with the ongoing economic fallout from Brexit. “Those ethnic-minority communities that have borne the brunt of the pandemic in terms of infection, hospitalisation and sadly deaths demonstrated their resilience by maintaining their previous levels of early-stage entrepreneurial activity (TEA rate) which were significantly higher than for the non-ethnic minority population. “Clearly, the pandemic has had no damaging impact on the level of entrepreneurial activity by immigrants and ethnic-minorities although it has depressed it for life-long residents and the non-ethnic population. “There is undoubtedly an appetite for people to start their own businesses in the next three years and many report new opportunities because of the pandemic but they are delaying the actual decision to get the business operational.” The full GEM UK impact report, sponsored by NatWest, is available for download here.
UMW entomologist can explain why it should be ‘lights out’ for the spotted lanternfly
The call for a cull has been made. Spotted lanternflies are popping up across the East Coast, and scientists are worried this invasive insect could wreak havoc on more than 70 tree and plant species, including many agricultural crops like apples, grapes, stone fruits and hop plants. Indigenous to Asia, spotted lanternflies have been latching on to anything that moves. Residents of several states are being asked to check their vehicles as these resilient bugs are crafty enough to travel by car – quite literally hitchhiking across America. Though harmless to humans and animals, the fast-breeding insect spews out a honey-like substance that covers plants and prevents photosynthesis, leading to an ultimate death of the plant. Experts are advising only one remedy so far – kill them on site. Extreme measures are warranted until scientists can come up with a better plan. There’s a lot to know about invasive species and the spotted lanternfly – and if you are a reporter covering this pressing topic, then let our experts help. Dr. Josephine Antwi is an entomologist whose research focuses on the effects that insect pests have on crops of economic importance. Dr. Antwi is available to speak with media, simply click on her icon to arrange an interview today.
Aston University researchers based in the College of Health and Life Sciences have been awarded a Knowledge Transfer Partnership (KTP) project by Innovate UK, to bring its academic and scientific expertise to assist Catalent in the development of its Zydis® technology, the leading orally disintegrating tablet (ODT). The Zydis ODT fast-dissolve formulation is a unique, freeze-dried oral solid dosage form that disperses almost instantly in the mouth with no water required. It helps delivering treatments to patients and consumers who have difficulty swallowing conventional pills, or where rapid onset of action is desirable. The aim of the KTP partnership is to develop and prove an accurate predictive decision-making tool to pre-determine accurate levels of absorption enhancer for each Zydis product, potentially facilitating faster pharmaceutical development, improving efficiency, and reducing time to market. A Knowledge Transfer Partnership (KTP) is a three-way collaboration between a business, an academic partner and a KTP Associate. The UK-wide programme helps businesses to improve their competitiveness and productivity through the better use of knowledge, technology and skills. Aston University is the leading KTP provider within the Midlands. Academic lead on the project is Professor Afzal Mohammed, who is also chair in Pharmacy in the College of Health & Life Sciences (HLS) and a member of the Aston Pharmaceutics Group (APG) at Aston University. Afzal said: “This is a great opportunity for us to share and translate our academic experience in cell based models, excipient and formulation characterisation to develop an evidence based predictive tool that has the potential to expedite product development at Catalent.” Ralph Gosden, head of Zydis product development at Catalan, added: "We are excited to be working with Aston University on this project. Their expertise in drug transportation, cell biology, data analysis and model cell line design, coupled with its world-class facilities means that together, we will be able to achieve significant improvements in efficiency, and accelerate new product development.” Professor Mohammed will be supported by other colleagues from the Aston Pharmaceutics Group, including, Dr Dan Kirby, who has experience in drug delivery and improving patient acceptability of dosage forms gained through original research; Dr Affiong Iyire who has research expertise in the formulation of drugs for pre-gastric absorption and innovative cell models; and Dr Raj Badhan, who is a pharmacokinetics expert with vast knowledge of in silico methods. The outcomes of the project will be integrated into Aston University’s curriculum through teaching case studies, thereby developing well equipped graduates.
It’s World Water Week – Have you lined up an expert for your stories and coverage this week?
It’s World Water Week, and as issues with pollution in our oceans, safe drinking water in cities and droughts impacting public safety, public health and key industries across the west dominate the headlines – water is a topic that can’t be overlooked or its importance to society taken for granted. There are a host of angles, aspects and storylines that touch on just about every economic, political and social aspects of modern life, and if you are a reporter looking to cover World Water Week - then let our experts help! Asli Aslan, Ph.D., is a water microbiologist, and her research program bridges ecosystem and human health. She has ongoing funded projects on microbial source tracking, health risk assessment of water resources, and the ecology of pathogens in the aquatic environment. She is available to speak with reporters – simply click her icon to arrange an interview today.
The Olympics have come and gone. As the world watched top athletes from across the globe compete, one key takeaway was not a new world record or a perfect 10 on the floor – but that Black female athletes faced unfair scrutiny and an obvious double standard when it came to issues of stress and mental health, policies and protocol, uniforms and hair, and more. UMW Assistant Professor of Communication Emily Deering Crosby's previous research has focused on how the media has portrayed Black female Olympians like Lolo Jones and Gabby Douglas. Here's what she had to say: There were numerous instances this summer of world class women athletes being sexualized, penalized, mocked and dismissed for a variety of issues from uniforms to motherhood to naturally occurring testosterone levels to mental health to archaic policy. This was particularly salient for Black women athletes, which is worth highlighting, since racism and sexism often function in tandem ways that many people misunderstand as “normal” or “insignificant” since it can be pervasive. My work aims to root out, point out and amplify why these practices are wrong, why they keep women from being appropriately valued, and how sports culture can be better and thus enhance communication scholarship and everyday practices by media, fans and athletes themselves. The silver lining in the most recent Games is how digital culture, particularly social media, gives athletes themselves a voice. Further, fans and athletes alike are becoming more knowledgeable of these problematic policies and are bravely and creatively calling them out. Thus, athletes such as Simone Biles, Naomi Osaka, Sha’Carri Richardson, Allyson Felix, Norway’s women’s beach handball team, etc. are key case studies to understand these communication and structural phenomena more deeply and ultimately bring more critical awareness and justice to women’s sports.” If you’re a journalist looking to know more about this important topic – then let our experts help with your questions and coverage. Assistant Professor of Communication Emily Deering Crosby is a rhetorical critic of popular culture with research concentrations in feminist criticism – and she’s a go-to expert on this topic for national media. Dr. Crosby is available, simply click on her icon now to arrange an interview today.
The use of swear words declines by more than a quarter in the UK since the 1990s – new research
Aston University’s Dr Robbie Love compared the use of 16 of the most common swear words between 1994 and 2014 He found the amount of swearing has fallen by 27.6 per cent during the 13-year period The study also found that the f-word has overtaken 'bloody' as UK's most popular curse word Researchers from Aston University have found that the use of swear words in Britain has declined by more than a quarter since the 1990s. Dr Robbie Love, based in the College of Business and Social Sciences, looked at how swearing changed in casual British English conversation between 1994 and 2014. As part of the study, which is published in Text & Talk: An Interdisciplinary Journal of Language, Discourse & Communication Studies, Dr Love used two large bodies of transcriptions to analyse the use of language, including: The Spoken British National Corpus gathered in 1994 and the same corpus from 2014. Both texts include over 15 million words, although it was found that swear words accounted for less than one per cent. In total, the amount of swearing was found to have fallen by 27.6 per cent, from 1,822 words per million in 1994 to 1,320 words per million in 2014.The research findings also suggest that the f-word has overtaken 'bloody' as the most popular curse word in the UK. In the study, Dr Love compared the use of 16 of the nation's most common swear words, including p***, c*** and s**g, from the 1990s to the 2010s. He also found that trends in the type of swear words used have changed over the last few decades , with 'bloody' being the most common curse word in the 1990s and the f-word taking precedent in the 2010s. The analysis suggests that this is largely down to a big decline in the use of 'bloody',while the f-word has remained relatively steady over the years. It was also found to be the second most commonly used swear word in 1994, followed by s**t, p***, b****r and c**p. Other key findings of the study included: Over a twenty year period b****r had fallen from the fifth most common curse to the ninth, while b*****d dropped from seventh to 10th. The big climbers include s**t, from third to second, a**e, from eighth to sixth and d***, from tenth to seventh. T**t also rose from the 16th most common swear word in the 1990s to 13th by the 2010s. Dr Love then analysed demographics and discovered that, although swearing is more common in men than women, the difference between the genders has decreased notably from 2.33 times more frequent in men in 1994 to 1.68 times in 2014. Another change concerned how much people swear as they age. In both data sets, swearing is most common among people in their 20s, and then declines with age. However, the decline was less steep in the 2010s, suggesting that people continue swearing later in life more than they did in the 1990s. Dr Robbie Love, lecturer in English at Aston University, said: “This research reinforces the view that swearing plays a part in our conversational repertoire, performs useful functions in everyday life and is an everyday part of conversation for many people. “Despite this, it is relatively under-researched precisely because it is considered to be taboo. “Swearing performs many social functions including conveying abuse and humour, expressing emotion, creating social bonds, and constructing identity. “The strong social conditioning around swear words makes them more psychologically arousing and more memorable than other words, and something different happens in the brain when saying them compared to euphemistic equivalents, such as saying "f***" compared to ‘the f-word’.” You can read the full study, Text & Talk: An Interdisciplinary Journal of Language, Discourse & Communication Studies, HERE If you want to explore how the written and spoken word works in society, Aston University's innovative English language and literature degrees are for you. We emphasise practical applications, linking your studies to the real world through professionally relevant modules in areas such as Language and Literature in Education, The Language of the Law, Psychology of Language and Communication or Language at Work.
Type 2 diabetes: more than one type of diet can help people achieve remission
Until recently, type 2 diabetes has mainly been managed by controlling risk factors – such as high blood pressure, cholesterol and blood sugar (glucose) levels – usually by prescribing drugs. But this approach doesn’t address the underlying causes of type 2 diabetes – such as problems with the hormone insulin no longer effectively controlling blood sugar. While taking drugs can help to manage blood sugar levels, it won’t help unpick the biological causes behind type 2 diabetes. A growing body of research shows that losing weight, either through surgery or dieting, can help address some of the underlying causes of type 2 diabetes. It does this by helping the body control blood sugar levels. This is significant as controlling blood sugar by improving how insulin is made and works is key to bringing type 2 diabetes into remission. Most of this body of research so far has looked at using meal-replacement shakes to help people with type 2 diabetes, which is why this approach may be prescribed by a doctor. But, more recently, researchers have begun investigating other diets – such as low-carbohydrate diets – in achieving remission. Although research in this area is still emerging, study results have so far shown a low-carbohydrate diet to be promising. To better understand which diets are best at helping people achieve type 2 diabetes remission, our recent review looked at over 90 papers describing the effects of various diets on type 2 diabetes. We found that although the better quality research tended to focus on meal-replacement shakes used in clinical trials, other approaches (such as low-carbohydrate diets) were also shown to work well. Join our readers who subscribe to free evidence-based news Our review found that meal-replacement diets helped around one in three people successfully achieve remission, while low carbohydrate diets were able to help around one in five people achieve remission. People who lost weight using both of these diets were able to stay in remission for up to two years if they maintained their weight loss. Low calorie and Mediterranean diets were also able to help people achieve remission – but at much lower rates. Only around 5% of people on low-calorie diets stayed in remission after one year, while only 15% of people on a Mediterranean diet stayed in remission after a year. Defining remission One of the big challenges we faced when writing our review was defining what “remission” is. Knowing how to define it was important so we could understand which diets worked best in helping people achieve remission. The reason this was difficult is because the definition varies between different expert groups and research studies. Most define remission as a reduction of blood sugar levels below the range to diagnose diabetes – but some definitions state that this needs to be done without the use of drugs, while others do not. Other definitions say weight (especially fat around the midsection) must be lost to achieve remission. Another challenge we faced when defining remission was that some reports suggest low-carbohydrate diets can normalise blood sugar levels even without weight loss. This happens because when we eat carbohydrates, they’re broken down into sugars which cause our blood sugar levels to rise. A low-carbohydrate diet means less blood sugar appears in the bloodstream, leading to improved blood sugar control. For that reason, we initially defined remission using the definition each study used. Then, we compared the numbers of people whose blood sugar levels normalised without drugs for at least six months – which most consider to be true remission. Mitigation v remission While low-carbohydrate diets help people achieve remission, there’s concern that blood sugar levels could potentially rise again as soon as more carbohydrates are eaten. This is why we suggest in our review that rather than call this remission, it should perhaps be called “mitigation of diabetes”, as type 2 diabetes is still present – but the negative effects are being well managed. We think that remission can only be achieved if fat is lost from around the organs. This allows insulin to be made and used effectively again. But because carbohydrates are also a major energy source in our diet, eating less of these often results in consuming fewer calories – which typically results in weight loss. So if someone is able to maintain a low-carbohydrate diet long term, they will not only reduce blood sugar levels and risk of complications for their diabetes, but may also achieve remission. Regardless, the evidence that we looked at in our review made clear that there are many ways a person can significantly improve their blood sugar levels through diet – and that this can lead to remission in many cases. The key thing we found with each type of diet is that at least 10-15kg of body weight needed to be lost to achieve remission. However, although weight loss seems to be the best predictor of success, it assumes fat loss from the pancreas and liver. It will be important for future studies to compare how these diets work for different ethnic groups, as type 2 diabetes can happen at lower body weights in different ethnic groups, who may have less weight to lose. Not everyone may be able to achieve remission, but people who are younger (less than 50), male, have had type 2 diabetes for less than six years and lose more weight are more likely to be successful. This could be because these people are able to reverse the causes of their diabetes, recovering more of the pancreas’s ability to make insulin and the liver’s ability to use it. But this doesn’t mean others won’t be successful if they improve their diet and lifestyle, and lose weight. Whether or not a person achieves remission, reducing blood sugar levels is important in managing the negative effects of type 2 diabetes and reducing risk of complications. But when it comes to choosing a diet, the most important thing is to pick one that suits you – one that you’re likely to stick to long term.
Sugar: why some people experience side-effects when they quit
It might surprise you to learn that sugar consumption has actually been steadily decreasing since 2008. This could be happening for any number of reasons, including a shift in tastes and lifestyles, with the popularity of low-carbohydrate diets, like keto, increasing in the past decade. A greater understanding of the dangers of eating excess sugar on our health may also be driving this drop. Reducing sugar intake has clear health benefits, including reduced calorie intake, which can help with weight loss, and improved dental health. But people sometimes report side-effects when they try eating less sugar – including headaches, fatigue or mood changes, which are usually temporary. The reason for these side-effects is poorly understood. But it’s likely these symptoms relate to how the brain reacts when exposed to sugary foods – and the biology of “reward”. Carbohydrates come in several forms – including as sugars, which can naturally occur in many foods, such as fructose in fruits and lactose in milk. Table sugar – known as sucrose – is found in sugar cane and sugar beet, maple syrup and even honey. As mass production of food has become the norm, sucrose and other sugars are now added to foods to make them more palatable. Beyond the improved taste and “mouthfeel” of foods with high sugar content, sugar has profound biological effects in the brain. These effects are so significant it’s even led to a debate as to whether you can be “addicted” to sugar – though this is still being studied. Sucrose activates sweet taste receptors in the mouth which ultimately leads to the release of a chemical called dopamine in the brain. Dopamine is a neurotransmitter, meaning it’s a chemical that passes messages between nerves in the brain. When we’re exposed to a rewarding stimulus, the brain responds by releasing dopamine – which is why it’s often called the “reward” chemical. The rewarding effects of dopamine are largely seen in the part of the brain involved in pleasure and reward. Reward governs our behaviour – meaning we’re driven to repeat the behaviours which caused dopamine to be released in the first place. Dopamine can drive us to seek food (such as junk food). Experiments in both animals and people have shown how profoundly sugar activates these reward pathways. Intense sweetness surpasses even cocaine in terms of the internal reward it triggers. Interestingly, sugar is able to activate these reward pathways in the brain whether it’s tasted in the mouth or injected into the bloodstream, as shown in studies on mice. This means its effects are independent of the sweet taste. In rats, there’s strong evidence to suggest that sucrose consumption can actually change the structures in the brain that dopamine activates as well as altering emotional processing and modifying behaviour in both animals and humans. Quitting sugar It’s obvious that sugar can have a powerful effect on us. So that’s why it’s not surprising to see negative effects when we eat less sugar or remove it from our diet completely. It’s during this early “sugar withdrawal” stage that both mental and physical symptoms have been reported – including depression, anxiety, brain fog and cravings, alongside headaches, fatigue and dizziness. This means giving up sugar can feel unpleasant, both mentally and physically, which may make it difficult for some to stick with the diet change. The basis for these symptoms has not been extensively studied, but it’s likely they’re also linked to the reward pathways in the brain. Although the idea of “sugar addiction” is controversial, evidence in rats has shown that like other addictive substances, sugar is able to induce bingeing, craving and withdrawal anxiety. Other research in animals has demonstrated that the effects of sugar addiction, withdrawal and relapse are similar to those of drugs. But most of the research that exists in this area is on animals, so it’s currently difficult to say whether it’s the same for humans. The reward pathways in the human brain have remained unchanged by evolution – and it’s likely many other organisms have similar reward pathways in their brains. This means that the biological impacts of sugar withdrawal seen in animals are likely to occur to some degree in humans too because our brains have similar reward pathways. A change in the brain’s chemical balance is almost certainly behind the symptoms reported in humans who remove or reduce dietary sugar. As well as being involved in reward, dopamine also regulates hormonal control, nausea and vomiting and anxiety. As sugar is removed from the diet, the rapid reduction in dopamine’s effects in the brain would likely interfere in the normal function of many different brain pathways, explaining why people report these symptoms. Although research on sugar withdrawal in humans is limited, one study has provided evidence of withdrawal symptoms and increased sugar cravings after sugar was removed from the diets of overweight and obese adolescents. As with any dietary change, sticking to it is key. So if you want to reduce sugar from your diet long term, being able to get through the first few difficult weeks is crucial. It’s important to acknowledge, however, that sugar isn’t “bad” per se – but that it should be eaten in moderation alongside a healthy diet and exercise
Clinical trials to combat short sightedness in children underway at Aston University
Clinical trials to treat myopia - or short sightedness - in children are now underway. They are being conducted by researchers from Aston University in partnership with industry and in collaboration with the Universities of Queens, Ulster, Glasgow Caledonian, Anglia Ruskin, Waterloo and TU Dublin, with one of the trials funded by the National Institute for Health Research (NIHR). The myopia research team in the College of Health and Life Sciences at Aston University is recruiting children between the ages of six to 15 years old, to take part in the clinical studies, which involve a range of different interventions that aim to slow the progression of myopia in children. The interventions under trial include low dose atropine eye drops, contact lenses and spectacle lenses. Myopia is an eye condition where distant objects appear blurry. It typically occurs in childhood and progresses through the teenage years. It can lead to eye disease in later life, as the eye grows longer with myopia, it causes stretching in parts of the eye. Myopia is becoming increasingly prevalent throughout the world and it has been predicted to affect approximately 50 per cent of the world's population by 2050, based on trending myopia prevalence figures. Myopia is an overlooked but leading cause of blindness, particularly among the working age population. At present, different designs of soft contact lenses, orthokeratology contact lenses (lenses worn overnight to correct the myopia), novel spectacle lenses and eye drops are all being used to slow eye growth and myopia progression in children. The aim in this trial is to manage myopia with an intervention at a young age in order to maximise the impact on slowing down the progression of myopia. Lead researcher professor, Nicola Logan, said: “Myopia is often considered benign because the blurred vision is easily corrected with glasses, contact lenses or refractive surgery. Higher levels of myopia are associated with increased risk of pathological complications, but it is important to note that there is no safe level of myopia. Even low levels of myopia increase the risk of sight-threatening eye conditions. “We are at an exciting time whereby we now have interventions based on research evidence that can be used in clinical practice that will help to slow down the rate of progression of myopia. “In these trials we want to find out the impact of different interventions on myopia progression in UK children, as well as look at why myopia develops and how it progresses in children, to see if we can enhance the current interventions. New information may be used to make the myopia control interventions more effective.” The researchers are aiming to recruit around 200 children aged between six and 15 years old across the three trials by 2021. If you are a parent or guardian of children who have myopia and feel this may be suitable for your children, then you can contact the research team at myopia@aston.ac.uk or (+44)121 204 4100 for further information.
