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The commercial marketing of healthy lifestyles to address the global child and adolescent obesity pandemic: prospects, pitfalls and priorities

  • Vivica I Kraak (a1), Shiriki K Kumanyika (a2) and Mary Story (a3)


Public- and private-sector initiatives to promote healthy eating and physical activity, called ‘healthy lifestyles’, are a relatively recent response to the global obesity pandemic. The present paper explores different views about marketing healthy lifestyles with a special emphasis on private-sector initiatives and public–private partnerships designed to reach young people. We discuss aspects of these initiatives and partnerships from three perspectives: (i) the potential for commercial marketing practices to have a favourable influence on reversing global obesity trends (termed prospects); (ii) unresolved dilemmas and challenges that may hinder progress (termed pitfalls); and (iii) the implementation and evaluation of coordinated and systematic actions (termed priorities) that may increase the likelihood that commercially marketed healthy-lifestyle initiatives and public–private partnerships can make a positive contribution to reverse the rise in overweight and obesity among young people globally.

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The commercial marketing of healthy lifestyles to address the global child and adolescent obesity pandemic: prospects, pitfalls and priorities

  • Vivica I Kraak (a1), Shiriki K Kumanyika (a2) and Mary Story (a3)


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