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Investigators are advocating for a shift in the discourse surrounding ultraprocessed foods by emulating the methods that have effectively altered societal viewpoints on tobacco.

By emphasizing the assertive strategies employed by food corporations, advocates seek to diminish the intake of these addictive products among young adults.

The recent study disclosed that individuals aged 18 to 25 form notably unfavorable views towards the food industry when confronted with messages that underscore its manipulation and aggressive promotion of addictive, ultraprocessed items. This tactic draws inspiration from the successful anti-tobacco “truth” campaigns, which have adeptly held cigarette producers accountable while not blaming the consumers.

“We discovered that by concentrating on industry practices instead of personal choices, we could reshape public perspectives without worsening weight stigma,” commented University of Michigan psychologist Ashley Gearhardt, a co-author of the study.

In partnership with Kathleen Good from Brown University, Lindsey Parnarouskis from Drexel University, and Jenna Cummings from the University of Liverpool, the study employed an innovative experimental framework.

Participants experienced distinct presentations, each highlighting different facets of food consumption and industry operations. The findings demonstrated that even a short, one-minute presentation could significantly alter perceptions.

Crucially, the research suggests that focusing on the addictive characteristics of products and the food industry’s deceptive tactics could potentially reshape young adults’ views without stigmatizing weight concerns. The investigators noted that this framing technique may enhance responsibility for public health issues caused by corporate actions.

“The ramifications of this research are extensive,” Gearhardt stated. “It paves the way for impactful, well-crafted public health initiatives focused on the food sector, akin to those observed with tobacco.”

Published in the journal Obesity, the findings present opportunities for substantial change and highlight the necessity for ongoing exploration into message framing that could further support effective obesity-related legislation, according to Gearhardt.

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