The Use of Stigmatizing Messaging in Anti-Obesity Communications Campaigns: Quantification of Obesity Stigmatization

Weight stigma may contribute to stress, binge eating, and suicidal ideation. Public health campaigns may perpetuate weight stigma; however, the prevalence of stigmatizing tactics in campaign messages is unknown. This study quantified the extent to which obesity-prevention campaigns in the U.S. include stigmatizing elements in print materials. A content analysis of all print advertisements ( N = 182 posters) derived from 25 obesity-prevention campaigns shows 13.2% included stigmatizing elements. These stigmatizing advertisements were found in almost half (44%) of the 25 obesity-prevention campaigns analyzed. Further research is needed to establish the prevalence of stigmatizing messaging across mediums and message effects.