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

Journal Article (Journal Article)

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.

Full Text

Duke Authors

Cited Authors

  • Kraak, VI; Kumanyika, SK; Story, M

Published Date

  • November 2009

Published In

Volume / Issue

  • 12 / 11

Start / End Page

  • 2027 - 2036

PubMed ID

  • 19545470

Electronic International Standard Serial Number (EISSN)

  • 1475-2727

Digital Object Identifier (DOI)

  • 10.1017/S1368980009990267


  • eng

Conference Location

  • England