Obesity, Business and Public Policy
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Obesity, Business and Public Policy

Edited by Zoltán J. Ács and Alan Lyles

The effects of obesity have become practically ubiquitous in the US. This book aims to provide an alternative framework through which to explore the important and controversial obesity debate that has spilled over from the medical community. This book is not about obesity as a medical condition, nor does it offer a wide-ranging discussion on the health effects of obesity or the role of the ‘right’ diet.
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Chapter 13: A Policy Framework for Confronting Obesity

Zoltan J Acs, Lenneal J Henderson, David T Levy and Alan Lyles


Zoltan J. Acs, Lenneal J. Henderson, David T. Levy, Alan Lyles and Kenneth R. Stanton INTRODUCTION In this book the issues of obesity have been considered by critically examining the choices and status of three broad groups: the individual, business and the government. Chapters describe and examine the health, consumer, tax, marketing, cultural, ethical and institutional dimensions of the obesity challenge in the USA. As a health policy challenge obesity affects all levels of society. Consumers are asked to rethink what ‘quality’ means in food choices. A raging debate about the impact of marketing on consumer health escalates. Consumers are psychologically and culturally caught between media images of ‘thin is good’ but ‘food is good’! Obesity treatment and prevention continues to be challenged by clear cultural differences in America. And every American institution, whether public or corporate, faith or educational, cultural or professional, is either promoting or responding to shrill ethical messages about the outrage of increasing obesity among Americans of all ages, races and regions of the nation. What American consumers buy, what we allow and disallow in the marketplace and what health costs, as well as its opportunity costs, place consumer policy in the core strategic complex of policy issues. As both a cause and consequence of consumer behavior, marketing can and does play a key role in structuring consumer consciousness and preferences. From healthconscious television, radio, Internet and print-level food and drug advertisements to dedicated weight control campaigns and promotions, marketing is an essential policy...

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