Argument: Selling to the vulnerable

Diets are predominantly targeted at those who feel desperate. It has nothing to do with medical need, a constant round of being told that there is only one way to look attractive inevitably encourages people to adopt a mindset that 'thin' equals 'attractive'. This has nothing to do with a medical need nor do diets represent a medical solution; at least not in the meaning of 'diet' at the focus of this debate.

The pressure on people, especially young people, to conform to a certain stereotype of physical perfection is astonishing and comes from many sources – music, magazines and the celebrity culture endemic in the media. It is notable that there is a well studied correlation between mass media consumption and eating disorders and fears of poor body image. [1]

Diet programmes sell the dream that as long as you look like a given ideal you will come to be like them. This is nearly always untrue. [2] However, it is particularly attractive to those who are most susceptible to peer pressure; primarily the young but really anyone with a desire to fit in. The advertising picks up on this, pictures of happy, smiling, thin people with successful personal lives. It's simply an illusion and has little to do with the realities of medical need.

[1] Kristen Harrison and Veronica Hefner, ‘Media Exposure, Current and Future Body Ideals, and Disordered Eating Among Preadolescent Girls: A Longitudinal Panel Study’, Journal of Youth and Adolescence, Vol.35 No.2, April 2006, pp.153-163, p.153 http://www.kristenharrison.org/uploads/8/7/1/3/8713266/harrisonhefnerjoyo.pdf

[2] Federal Trade Commission, ‘Weighing the Evidence in Diet Ads’, November 2004, http://www.ftc.gov/bcp/edu/pubs/consumer/health/hea03.shtm

Candidate 1: "Surely the fact that what is healthy is also considered sexy should be embraced. Any motivation to lose a few pounds in a country where more than a quarter of people are obese [1] is surely a good thing for public health. Prop bemoans that diet advertising is targeted at the young and yet this is the group that policy makers routinely target with legislation to encourage healthy living and an early acceptance of the need for good health.

[1] Jeremy Laurance, ‘Britain is the fattest nation in Europe’, The Independent, 17 November 2012, http://www.independent.co.uk/life-style/health-and-families/health-news/britain-is-the-fattest-nation-in-europe-8324262.html"
Candidate 2: "People often wish to change their appearance for cosmetic rather than medical reasons. As with other cosmetic changes, from a new wardrobe to surgery, this can be expensive, and may even have some risks, but it is accepted because we know that it makes people feel better. It's a lifestyle choice and is no more the business of government than choosing a new jacket or deciding to get an earring."
Candidate 3: "There is no doubt that weight is not purely a medical issue but that a positive appearance helps self-confidence and opens lifestyle opportunities. Different people approach losing a few pounds in different ways, some have the time for the meticulous dietary exercise and training regime Prop is suggesting but most don't. Promotion of other option is simply meeting that need."

Surely the fact that what is healthy is also considered sexy should be embraced. Any motivation to lose a few pounds in a country where more than a quarter of people are obese [1] is surely a good thing for public health. Prop bemoans that diet advertising is targeted at the young and yet this is the group that policy makers routinely target with legislation to encourage healthy living and an early acceptance of the need for good health.

[1] Jeremy Laurance, ‘Britain is the fattest nation in Europe’, The Independent, 17 November 2012, http://www.independent.co.uk/life-style/health-and-families/health-news/britain-is-the-fattest-nation-in-europe-8324262.html
