Change 4 life campaign with diabetes elements causes controversy

Tue, 10 Mar 2009
The Change4Life campaign has come under increased controversy following complaints from the gaming industry.

One of the new adverts created by the Department of Health alongside Cancer Research, Diabetes UK and the British Heart Foundation shows a boy on a sofa with a games controller. The strapline of the advert reads: "Risk an early death, just do nothing".

The ASA have received a number of complaints from magazines and gaming companies, all of whom have expressed amazement and disappointment. Sony are also thought to be threatening a lawsuit.

Publishing director of Future, Jamie Binns, reportedly commented: "There is no arguing that the campaign's underlying message about premature death is incredibly important – but the government would never risk the wrath of showing a child sitting still reading a book to illustrate their point."

The Change4Life campaign already aroused controversy amongst parents of type 1 diabetes children, who protested against the diabetes types being lumped together and associating their children with obesity and an unhealthy lifestyle.

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