Ten promises to Terry: towards a social marketing manifesto Available to Purchase

This paper aims to present the problem of obesity and associated ill health in the UK. It seeks to show how marketing by major companies contributes to this problem.

This paper uses the case study of “Terry” to illustrate the issues involved.

This paper finds that life expectancy is predicted to fall in the UK unless action is taken against the growth of obesity. The marketing of fast foods needs to be curtailed.

Ten pledges are made to “Terry” to improve his health, pledges that can be applied to the whole nation.