Tackling Obesity: Developing a Research Agenda for Advertising Researchers

Abstract Whilst many people around the world are becoming obese, some at an alarming rate (Organisation for Economic Co-operation and Development 2005), informed observers and researchers recognise that childhood obesity is the real problem to be tackled as research has shown that childhood obesity tracks with fidelity into adulthood. Advertisers are firmly in the line of fire in terms of allocating blame. This paper builds on systematic and other reviews of this area conducted in recent years and focuses on some salient issues raised by them which may prove fertile ground for a research program advancing knowledge in this complex field. The research agenda presented is highly focused, with a particular emphasis on the responsibility of marketing communicators.