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

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 publicprivate 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 publicprivate partnerships can make a positive contribution to reverse the rise in overweight and obesity among young people globally.