There is an obesity problem in the United States, and when we should concentrate all our resources to fight this deadly epidemic, some powerful players-such as my former employer Pinterest-opted out of this fight.
First, let us make it clear that there is a difference between being overweight and obese. The obesity epidemic in the United States has nothing to do with beach figure, six-pack abs or subjective beauty. This epidemic is indeed related to heart disease, type 2 diabetes and ultimately death.
Although our increasing social desire to avoid offense is admirable, weight loss ads are completely banned-just like that Pinterest so Arrogantly Recently announced — It may sound like a just effort (Pinterest attributes it to inclusiveness), but in reality, it’s just a self-righteous gesture that eliminates one of our best tools to fight this very real health crisis.
That’s because the obesity problem in the United States is a marketing problem in many ways.
In the past few decades, Americans have been fed (puns) a lot of nutritional misinformation. These myths-such as fat is harmful and calories are the most important-lead Americans to accept a national diet full of processed carbohydrates, corn syrup and low-calorie, low-fat junk food, lacking the nutrients we need for true health.
Fortunately, many mission-oriented companies have emerged that use psychology, behavior change technology, and personalized guidance to help combat this misinformation and guide willing Americans to change their lifestyles, thereby extending and improving lives . These companies help them accomplish their mission through advertising and amplification provided by companies like Pinterest.
These efforts are working. Millions of Americans want to be healthy. They began to understand that losing excess weight is the key to regain control of their health. We should be encouraged by this change. This means that we have the ability to correct incorrect health information and save millions of people from unnecessary suffering.
Pinterest’s complete ban on all weight loss-related advertisements—regardless of the quality of the information—is misguided.
One of the reasons Pinterest defended its ban is the increase in eating disorders.To be sure, eating disorders are also Health issues. 9% of Americans They will experience eating disorders in their lifetime.but 9% of U.S. adults It is now considered severely obese-up from 4.7% in 1999. In addition, more than 40% of American adults and 20% of children are considered obese.These percentages represent Annual healthcare costs exceed 100 billion U.S. dollars. But overweight and obesity don’t just represent the dollar.National Institutes of Health estimates 300,000 Americans This Per year Complications due to overweight and obesity.
Of course, now we don’t have to choose between fighting eating disorders and fighting obesity (although if we do, we will choose the one that affects a small number of others seems puzzling). And this is where Pinterest’s policy announcement is so dangerous.
By implying that all weight loss ads are unacceptable, Pinterest has shrunk from its leadership in the advertising industry. If other advertising platforms follow Pinterest on this wrong path just because Pinterest is in the leading position, it will do more harm than good.
There are other ways Pinterest can take, which may not elicit the same level of congratulations among super-awake people, but may actually help solve the obesity problem with Eating disorders.
These more difficult but infinitely useful measures may include:
- Screen ads to stop weight loss gimmicks and allow ads from companies to use scientifically supported interventions to help people lose weight
- Allows advertisements from nearly 2,000 weight loss/diabetes prevention programs approved by the CDC, which are conveniently listed in Centers for Disease Control and Prevention Database
- Allow ads that emphasize healthy weight rather than aesthetic weight (avoiding diabetes is very different from wearing old jeans)
- Crack down on more fashion-oriented organic content that is more likely to cause eating disorders than recommendations from people who learn to eat healthier
Leadership is difficult precisely because it requires courage and nuance. After working at Pinterest for nearly four years, I know that Pinterest has the courage and experience needed to deal with these trade-offs. I call on my friends and former colleagues to join me and many others in the healthcare industry to actively fight obesity. Doing so is the only responsible course of action.
