Citizens in both the European Union (EU) and the United States (U.S.) are demanding a healthier, more just and more sustainable food system. As parties negotiate the Transatlantic Trade and Investment Partnership (TTIP), proposed trade rules threaten to undermine the good food and farm movements on both sides of the Atlantic.
In recent years, multinational food and drink corporations and their marketing practices have been blamed for the global childhood obesity ‘crisis’. Unsurprisingly, these corporations have been quick to refute these claims and now position themselves as ‘part of the solution’ to childhood obesity. Corporations’ anxieties about being blamed for childhood obesity are fused with technologies of ‘healthy consumption’: the consumption of corporate products, corporate philanthropy, the corporate brand and corporate ‘education’.
Citation: Powell D. Governing the (un) healthy child-consumer in the age of the childhood obesity crisis. Sport, Education and Society. 2016; 4:1-4.