The magnitude and scope of the public health threat from obesity has led to calls for a national comprehensive obesity prevention strategy similar to the one used for tobacco undertaken over the past two decades. The purpose of this paper is to describe and compare population exposure to paid media campaigns for tobacco use and obesity prevention, draw lessons from tobacco advertising, and compare tobacco and obesity behaviors or influences to identify priorities and pitfalls for further research on obesity advertising.

The authors used ratings data from 1999 to 2003 for the largest 75 designated market areas in the United States to quantify exposure levels to anti-obesity and anti-smoking advertising. They found that in 1999 and 2000, there was virtually no anti-obesity advertising on television, while throughout the period studied exposure levels to anti-smoking campaigns remained high.

The researchers contend that motivating behavior change in relation to obesity may be more complex than preventing tobacco use. For example, to devise strategies that combat obesity, policy-makers must understand local and national policies that might affect both an individual's eating patterns and physical activity. In addition, analyzing the potential impact of anti-obesity media campaigns requires knowledge of the complex array of messages promoting food and beverages to which the public is exposed.