rate and private foundations; and the leisure, recreation, and sedentary entertainment industries. The strategies that industry uses to address childhood obesity prevention include product development and reformulation, product packaging, enhancing physical activity opportunities, advertising and marketing communications, public-private partnerships, employee wellness initiatives, and corporate social responsibility and public relations.2 The chapter discusses the challenges in assessing the progress made by the private sector and recommends next steps for strengthening evaluation efforts.

A substantial amount of the discussion in this chapter focuses on the food, beverage, and restaurant industries, with fewer examples from the physical activity, leisure, recreation, and sedentary entertainment industries. This imbalance in coverage is due in part to the attention that has been placed on the responses to the obesity epidemic by the food, beverage, and restaurant industries. It is also possible that the segments of industry whose efforts are directly or indirectly related to changing physical activity behaviors may not perceive themselves to be part of the obesity prevention discourse or they may not want to be a focus of attention for this issue. Although a number of corporations are actively engaged in increasing opportunities for physical activity, there is need for further involvement. The committee also benefited from the work of the prior IOM committee on food marketing but did not have a similar compendium of recent efforts related to physical activity. A comprehensive review of the efforts by the physical activity, leisure, recreation, and sedentary entertainment industries3 is needed, as there are many opportunities to increase and coordinate actions within and across this sector to promote physical activity among children and youth.

OPPORTUNITIES AND CHALLENGES

In December 2005, the committee held a symposium in Irvine, California that focused on the efforts by industry to engage in and contribute to childhood obesity prevention (Appendix H). This IOM symposium explored the challenges and opportunities that exist in forging alliances between the public health community and industry. Acknowledging the po-

2

A list of acronyms and a glossary of definitions are provided in Appendixes A and B. Box 5-3 provides the definitions of common marketing terms.

3

Examples of active leisure and recreation industries include companies that promote sporting goods, fitness, gyms, and dance. Sedentary entertainment requires minimal physical activity. Examples of sedentary entertainment industries include companies that promote spectator sports, broadcast and cable television, videogames, DVDs, and movies (IOM, 2006; Sturm, 2004).



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