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

Public Health Nutrition

Mary Story¹  Vivica I Kraak¹  Shiriki K Kumanyika¹ 

关键词: Healthy lifestyles;    Obesity prevention;    Children;    Adolescents;    Commercial marketing;    Social marketing;    Public–private partnerships;    High-energy and nutrient-poorfoods and beverages;   

DOI  :  10.1017/S1368980009990267

学科分类：卫生学

来源: Cambridge University Press

【 摘 要 】

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.

【 授权许可】

Unknown