YOQNEAM, Israel, February 20, 2008 - Given Imaging, the global leader in capsule endoscopy today announced that Israel’s Ministry of Health, Health Technology and Infrastructure Administration has approved PillCam COLON, the first capsule endoscope to enable physicians to visualize and evaluate diseases of the colon.

“We are pleased that the Israeli Health Ministry has approved PillCam COLON. We will be working with gastroenterologists throughout the country to educate them on this noninvasive alternative for imaging the colon,” said Homi Shamir, president and CEO of Given Imaging.

“Colon Cancer is preventable if detected early, but less than 25% of individuals in Israelover the age of 50 are screened for colon cancer. PillCam COLON offers a non-invasive alternative for individuals who cannot or do not wish to undergo colonoscopy and presents an opportunity to increase adherence to colorectal cancer screening guidelines and save lives,” said Dr. Rami Eliakim, Chair of Medicine and Director of the Department of Gastroenterology at Rambam Medical Center, Haifa, Israel.

As reported in a recent meeting of the Israeli Gastroenterology Society, it is estimated that approximately 75 percent of Israelis do not undergo the recommended screening. Colorectal cancer accounts for 1,300 deaths in Israel annually.

About PillCam COLON
PillCam COLON enables the physician to directly see the colon mucosa in its natural state while not requiring sedation, intubation, insufflation, hospitalization or radiation. The PillCam COLON is a smooth plastic capsule that measures 11mm by 31mm and can be naturally ingested with a sip of water. It has tiny video cameras at each end which capture 4 images per second for up to 10 hours. PillCam COLON utilizes advanced optics technology, similar to the technology found in the second generation PillCam SB and ESO capsules, which produces enhanced resolution images and include automatic light control and a wide field of view.