‘It makes you not want to eat’: Perceptions of anti‐obesity public health campaigns in individuals diagnosed with an eating disorder

OBJECTIVE: Recent research has highlighted the potentially deleterious effects of anti‐obesity public health campaigns on vulnerable audiences such as those at risk of, or diagnosed with, eating disorders (ED). The qualitative experiences of campaigns in this population group have been little explored. METHODS: Twelve interviews were conducted with participants either currently or previously diagnosed with an ED using the Interpretative Phenomenological Analysis approach. Participants were shown a series of real‐world public health campaigns and, using a semi‐structured interview guide, asked about their responses to the images used. RESULTS: Several themes emerged from the data, including the effect of campaigns on participants, perceived effect on others, and general campaign attributes. It was evident that participants felt that anti‐obesity campaigns had the potential to confirm ED thoughts and behaviours, and could act as potential triggers. Participants also felt that they could impact vulnerable groups (e.g., young audiences) and stigmatise those living in larger bodies. CONCLUSION: Campaigns addressing overweight and obesity should consider reframing these conditions and care must be taken to avoid causing potential harm to vulnerable audiences.