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New research into childhood obesity and the contradiction of fast-food giants and pokie trusts getting involved with health education is throwing a spotlight on the impact of marketing health to children.
Senior Lecturer at the University of Auckland's Faculty of Education and Social Work, Dr Darren Powell's investigation focusses on how the food and drink industry and some charities are re-inventing themselves as part of the "solution" to the obesity epidemic.
He says corporates are infiltrating even the content of health studies material in schools, including product placement, and says growing outsourcing of school physical education is part of the trend.
Dr Powell's interest in childrens' experiences of health and physical education spring from his time as a primary and intermediate school teacher in the UK, where he researched children's understanding of 'health', 'fitness' and 'fatness'.
McDonald's has historically had programmes in NZ schools, but have since taken the position that as part of a broader responsible marketing policy they "should no longer be in primary schools in any form".
