See Clearly Method
Encyclopedia
The See Clearly Method is an eye exercise
program that was marketed as an alternative to the use of glasses
, contact lenses, and eye surgery
to improve vision. Sales were halted by legal action in 2006. The method is not supported by basic science, and no research studies were conducted prior to marketing. The program is based in part on the Bates method
, an alternative therapy
devised in the early 20th century which lacks clinical evidence to support the claim that it can improve eyesight.
businessman Cliff Rose saw the book, he asked that the authors develop the program. Along with attorney David Sykes
, Rose created Vision Improvement Technologies, which owned and marketed the See Clearly Method, which was heavily advertised on radio and television from 2001 to 2006, with the endorsement of actress Mariette Hartley
.
Both the Journal of the American Optometric Association and the Journal of Behavioral Optometry declined to publish a study by the American Vision Institute purportedly demonstrating the efficacy of the method. The AVI then self-published the paper on their website.
, a collection of techniques developed by William Bates in the early 20th century. These techniques were based on Bates' own unorthodox theories, which have been consistently rejected and in many cases overturned by the scientific and medical community. There is still no evidence to suggest that the Bates method, in whole or in part, is effective.
Some of the See Clearly Method's techniques are outlined below:
, the Attorney General
of Iowa
, filed a consumer fraud lawsuit
against Vision Improvement Technologies, the promoter of the See Clearly Method, in 2005. In February 2006 an Iowa court issued a temporary injunction restricting certain aspects of the company's marketing
. A November 2, 2006 press release from the Iowa Attorney General's office announced a consent decree with Vision Improvement under which the company will halt sales, offer restitution to customers, clear customers' credit records of any filings related to See Clearly purchases, and halt operations as of December 2006.
On December 18th, 2006, the company's web site stated, "As of November 1, 2006 The See Clearly Method is no longer available for sale."
Eye exercises
Orthoptics is a discipline dealing with the diagnosis and treatment of defective eye movement and coordination , binocular vision, and amblyopia by eye care professionals...
program that was marketed as an alternative to the use of glasses
Glasses
Glasses, also known as eyeglasses , spectacles or simply specs , are frames bearing lenses worn in front of the eyes. They are normally used for vision correction or eye protection. Safety glasses are a kind of eye protection against flying debris or against visible and near visible light or...
, contact lenses, and eye surgery
Eye surgery
Eye surgery, also known as orogolomistician surgery or ocular surgery, is surgery performed on the eye or its adnexa, typically by an ophthalmologist.-Preparation and precautions:...
to improve vision. Sales were halted by legal action in 2006. The method is not supported by basic science, and no research studies were conducted prior to marketing. The program is based in part on the Bates method
Bates Method
The Bates method is an alternative therapy aimed at improving eyesight. Eye-care physician William Horatio Bates attributed nearly all sight problems to habitual strain of the eyes, and felt that glasses were harmful and never necessary...
, an alternative therapy
Alternative medicine
Alternative medicine is any healing practice, "that does not fall within the realm of conventional medicine." It is based on historical or cultural traditions, rather than on scientific evidence....
devised in the early 20th century which lacks clinical evidence to support the claim that it can improve eyesight.
History
The See Clearly Method was created by four individuals who called themselves the "American Vision Institute": optometrist David W. Muris, optometrist Merrill J. Allen, psychologist Francis A. Young, and nuclear chemist Steven Beresford. In 1996 they authored a book entitled Improve Your Vision Without Glasses or Contact Lenses: A New Program of Therapeutic Eye Exercises, on which the later system was based. When Fairfield, IowaFairfield, Iowa
Fairfield is a city and the county seat of Jefferson County, Iowa, United States. The population was 9,464 in the 2010 census, a decline from 9,509 in the 2000 census. - History :...
businessman Cliff Rose saw the book, he asked that the authors develop the program. Along with attorney David Sykes
David Sykes
David Sykes is a former Australian rules footballer who played with Fitzroy in the Victorian Football League .Sykes, who was recruited out of the Victorian Amateur Football Association, played as a forward and ruckman for Fitzroy...
, Rose created Vision Improvement Technologies, which owned and marketed the See Clearly Method, which was heavily advertised on radio and television from 2001 to 2006, with the endorsement of actress Mariette Hartley
Mariette Hartley
Mary Loretta "Mariette" Hartley is an American character actress.-Personal life:Hartley was born in Weston, Connecticut, the daughter of Mary Ickes “Polly” , a manager and saleswoman, and Paul Hembree Hartley, an account executive. Her maternal grandfather was psychologist John B...
.
Both the Journal of the American Optometric Association and the Journal of Behavioral Optometry declined to publish a study by the American Vision Institute purportedly demonstrating the efficacy of the method. The AVI then self-published the paper on their website.
Techniques
Some of the program's techniques were adapted from the Bates methodBates Method
The Bates method is an alternative therapy aimed at improving eyesight. Eye-care physician William Horatio Bates attributed nearly all sight problems to habitual strain of the eyes, and felt that glasses were harmful and never necessary...
, a collection of techniques developed by William Bates in the early 20th century. These techniques were based on Bates' own unorthodox theories, which have been consistently rejected and in many cases overturned by the scientific and medical community. There is still no evidence to suggest that the Bates method, in whole or in part, is effective.
Some of the See Clearly Method's techniques are outlined below:
- "Tromboning" involved holding a small object at varying distances from one's eyes, inhaling as it was moved in and exhaling as it was moved out. The program's manual stated that "Tromboning exercises the focusing mechanism, improves control of the extraocular muscles and stimulates the flow of nutrients inside the eyes".
- The Scanning Chart exercise involved moving a chart just out of focus, then jumping from dot to dot in time with the music on the program's exercise video.
- The program recommended Acupressure, in essence a massage for muscles surrounding the eye.
- "Blur reading" entailed turning a magazine upside-down at a distance from which the words were unclear, selecting a word and running one's gaze around it, and then around any letters one could recognize.
- Personal affirmations such as "I am seeing better each day" or "I can see without my glasses" were suggested.
- Light therapy, a variation of Bates's "sunning", involved sitting with one's eyes closed and the face six inches from an unshaded 150-watt bulb, just far enough to make the eyes "pleasantly warm but not too hot", according to the manual.
- "Palming", another technique adapted from Bates, involved closing the eyes and resting them against the palms.
- "Hydrotherapy", involved alternately placing hot- and cold-water-soaked towels over the eyes.
Legal action
Tom MillerThomas John Miller
Thomas John Miller is an attorney and the current Attorney General of the state of Iowa. He first served as the state's Attorney General from 1979 until 1991, when he ran for governor; however, he failed to obtain the Democratic Party's nomination.Miller was again elected Attorney General in...
, the Attorney General
State Attorney General
The state attorney general in each of the 50 U.S. states and territories is the chief legal advisor to the state government and the state's chief law enforcement officer. In some states, the attorney general serves as the head of a state department of justice, with responsibilities similar to those...
of Iowa
Iowa
Iowa is a state located in the Midwestern United States, an area often referred to as the "American Heartland". It derives its name from the Ioway people, one of the many American Indian tribes that occupied the state at the time of European exploration. Iowa was a part of the French colony of New...
, filed a consumer fraud lawsuit
Lawsuit
A lawsuit or "suit in law" is a civil action brought in a court of law in which a plaintiff, a party who claims to have incurred loss as a result of a defendant's actions, demands a legal or equitable remedy. The defendant is required to respond to the plaintiff's complaint...
against Vision Improvement Technologies, the promoter of the See Clearly Method, in 2005. In February 2006 an Iowa court issued a temporary injunction restricting certain aspects of the company's marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
. A November 2, 2006 press release from the Iowa Attorney General's office announced a consent decree with Vision Improvement under which the company will halt sales, offer restitution to customers, clear customers' credit records of any filings related to See Clearly purchases, and halt operations as of December 2006.
On December 18th, 2006, the company's web site stated, "As of November 1, 2006 The See Clearly Method is no longer available for sale."