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Discusses the view that the display of activity by young children may be deceptive and that, contrary to what we may believe, we are witnessing a steep decline in children′s activity levels which may have far‐reaching implications for their long‐term health. Promoting and fostering their enjoyment of exercise is now increasing in importance. A recent survey showed that many adults take little exercise, but, with the right approach, children can be encouraged to develop healthy exercise habits. Considers the factors which are likely to turn young people away from being active; concludes that many are discouraged by the model images projected by the media and the early experiences at school and that children must be given messages which promote success and enjoyment in physical activity and build confidence. Examines recent research concerning physical activity in children and the levels of activity necessary to protect against future health problems. Describes two projects designed to help schools and teachers integrate healthy activity into physical education programmes. Asserts that schools need to adopt positive approaches to all aspects of health education; the links between activity and health need to be made clear and activity needs to be positive and enjoyable from an early age; it is necessary to recognize this and encourage children to appreciate that physical activity can be fun. Physical activity is something that everyone can take part in successfully.