Towards the prevention of obesity : a policy perspective

Abstract

Consumerist lifestyle, a transition from a Mediterranean diet to a Western diet and progress in technology all led to a sedentary life, thus increasing the incidence of obesity among both children and adults. This series of changes resulted in Malta placing at the top of European obesity index with 66.8% for men (2nd place) and 55.2% for women (1st place).

Termed by WHO as the disease of ‘epidemic proportions’, obesity needs to be systematically addressed on international and national policy agenda and given priority. Although this global issue is being tackled in other countries with the use of fiscal policies, their effectiveness has not yielded the desired effects. As an alternative Nudging initiatives, based on the innovative concept of Behavioural Economics, are gaining momentum.

Based on evidence resulting from scientific fieldwork and research, nudging has the potential to influence consumer behaviour towards a healthier lifestyle, and contrary to fiscal measures, does not penalise lower socio-economic classes. This study kicks off with a null, or alterative, hypothesis involving the use of nudging as a policy device. A fieldwork experiment was conducted, using NutriScore labels to test the validity of either the two hypothesis. Non-participatory observation and elite interviews complemented the interventionist approach used in the experiment in order to understand and qualify the statistical analysis.

Experimental results suggest that overall nudging techniques did not consistently prove to be significant, in terms of influencing consumer behaviour. Notwithstanding the results derived from a small-scale experiment with its own limitations, observations and interviewees’ narratives both indicate that allocating adequate resources and embarking on a systematic educational campaign, and using nudging technique rooted in Evidence-Based Policy can be more effective then fiscal measures to address the obesity problem.