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Looks at the important health issue of obesity, focusing on the often‐neglected scientific evidence on its causes, and possible links between obesity and advertising. Covers attitudes to physical activity and diet, the failure of Europeans to match recommended levels of activity, family eating habits and their effects on children, the importance of habit regarding fat consumption, the role of genetics, socio‐economic status in developed and developing countries, and the role of advertising. Concludes that the literature confirms that obesity is multi‐factorial, and that there is no direct evidence of a causal relationship between food advertising and obesity levels.