Healthy Lifestyle Ads From Big Soda: Hypocritical or Helpful? no

For years now, the soda and fast food industry, blamed for rising obesity rates in the U.S., have been battling an image problem. Will promoting healthy lifestyles redeem them?

Social responsibility campaigns are nothing new to corporations — especially those whose actions or products don’t exactly promote admirable or healthy goals (think liquor companies that admonish their consumers to drink responsibly or tobacco companies that fund programs to fight poverty and hunger.) But do these tactics work? Can doing good offset the negative impact that sugared sodas or calorie-dense processed foods, for example, have on the national waistline?

While perusing the slate of studies released this week, I came across research on how healthy eating improves dieters’ self control. It was funded by The Coca-Cola Company. On their face, the results were interesting — seeing, smelling and eating healthy food can reinforce the appeal of these foods and help dieters to lower the number of calories they take in. But should the fact that Coca-Cola sponsored the study color the results in some way? That led me to think about the heavy rotation of ads on television and on billboards I’ve been seeing recently of active people outside, enjoying a Coke or a bag of Lays — which seemed incongruous, if not hypocritical.

Not surprisingly, soda and fast food companie

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