Government’s obesity campaign called out for being 'ineffective' and 'irresponsible'

The Government’s national obesity campaign risked turning fat-shaming into "wilful political strategy", said two humanities researchers in a new paper published in Sociology of Health and Illness. The Tackling Obesity campaign, launched by the Government "to improve health and protect the NHS during the COVID-19 pandemic", was "unproductive", "ineffective", "irresponsible", and could have led to "fat-shaming", they said. Moreover, the Government "perpetuated the neoliberal view that good health is essentially a matter of individual achievement earned through lifestyle choices and behaviour" - ignoring "the multiple structural and socioeconomic factors that contribute to obesity".

Co-authors Dr Tanisha Spratt, lecturer in sociology in the School of Humanities and Social Sciences at the University of Greenwich, London, and Luna Dolezal, associate professor in philosophy and medical humanities at the University of Exeter, said they were using the Tackling Obesity campaign "as an illustration" to explore "the dynamics between fat shaming, neoliberalism, ideological constructions of health and the 'obesity epidemic' within the UK".

They said that fat shaming was a practice that "encourages open disdain for those living with excess weight [and] operates as a moralising tool to regulate and manage those who are viewed as 'bad' citizens". They regarded this as an example of "how the ideological underpinnings of 'health' have been transformed under neoliberalism". Fat shaming discourses that are often used as tools to promote 'healthy' lifestyle choices are "problematic", they said.

Prof Dolezal, a principal investigator on the Wellcome-funded Shame and Medicine project, also co-authored a paper published earlier this month saying that the health and care system "should be more sensitive to people's 'shame'".

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Source: Medscape, 13 October 2022