Thursday, March 14, 2013

Yes, it's our fault

The trouble with academics is they occasionally confuse correlation with causation.

That's the case in this study in which researchers have determined that food advertising causes obesity.

Food advertising, when done well drives preference and purchase intent. What causes obesity is consumption, specifically over-consumption and a diet that includes too many unhealthy options.

A billboard for a Big Mac Extra Value meal doesn't make people fat. The fact that some choose to make it a staple of their diet makes them fat.

A commercial for Mountain Dew doesn't make people fat. The fact that many people in urban neighborhoods don't have access to grocery stores makes them fat.

A coupon for Palermo's Pizza doesn't make people fat. The fact that a two-toed sloth is more active and burns more calories than most people, makes them fat.

There are a lot of contributing factors to the deteriorating health and increasing waistlines of the American people. Food advertising is the least of them. 

Unfortunately it's the easiest target.

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