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#Health

Sugary drinks blamed for obesity; experts call for an end to celebrity endorsements

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Experts have suggested that excess intake of sugar and carbs through sugary drinks and junk food is the prime reason for the increasing number of obese people and that physical inactivity is not the reason behind surge in obesity. In a bid to cull the intake of sugary drinks and junk food, experts have called for an end to celebrity endorsements of sugary drinks and association of junk food and sports.

Experts agree an an editorial penned in the British Journal of Sports Medicine that regular exercise is key to staving off serious disease, such as diabetes, heart disease, and dementia, write the authors; however, calorie laden diets now generate more ill health than physical inactivity, alcohol, and smoking combined.

They describe the public relations tactics of the food industry as “chillingly similar to those of Big Tobacco,” which deployed denial, doubt, confusion and “bent scientists” to convince the public that smoking was not linked to lung cancer.

“Celebrity endorsements of sugary drinks and the association of junk food and sport must end,” they declare, adding that health clubs and gyms need to set an example by removing the sale of these products from their premises. “The ‘health halo’ legitimisation of nutritionally deficient products is misleading and unscientific,” they write.

Public health messaging has unhelpfully focused on maintaining a ‘healthy weight’ through calorie counting, but it’s the source of the calories that matters, they point out. “Sugar calories promote fat storage and hunger. Fat calories induce fullness or satiation,” they write.

The evidence now suggests that up to 40 per cent of those within a normal weight (BMI) range will none the less harbour harmful metabolic abnormalities typically associated with obesity.

But few people realise this, and many wrongly believe that obesity is entirely due to lack of exercise, a perception that is firmly rooted in corporate marketing, say the authors.

The prevalence of diabetes increases 11-fold for every 150 additional sugar calories consumed daily, compared with the equivalent amount of calories consumed as fat, they say.

And the evidence now suggests that carbs are no better, they add. Recent research indicates that cutting down on dietary carbohydrate is the single most effective approach for reducing all of the features of the metabolic syndrome and should be the primary strategy for treating diabetes, with benefits occurring even in the absence of weight loss.

Furthermore, other research suggests that rather than carbohydrate loading ahead of intense exercise, athletes would be better off adopting a high fat low carb diet, particularly those who are already insulin resistant.

The food environment needs to be changed so that people automatically make healthy choices, suggest the authors. This “will have far greater impact on population health than counselling or education. Healthy choice must become the easy choice,” they say.

“It’s time to wind back the harms caused by the junk food industry’s public relations machinery. Let’s bust the myth of physical inactivity and obesity. You can’t outrun a bad diet,” they conclude.