By Stevie Smith Jan 9, 2008, 10:46 GMT
Readers are likely to feel distinct pangs of "the pot calling the kettle black" with this one, but, believe it or not, the UK chief executive of fast-food chain McDonald’s has this week pointed accusatory fingers at videogames when asked about rising childhood obesity.
McDonald's UK executive accuses videogames of contributing to rising obesity levels. Credit: pointnshoot
Speaking in an article in UK broadsheet The Times, Steve Easterbrook conceded that the food and drinks industry does share some of the responsibility for the spread of childhood obesity, but that the popularity of computer and videogames has directly contributed to the decline of regular exercise in children.
"The issue of obesity is complex and is absolutely one our society is facing, there’s no denial about that, but if you break it down I think there’s an education piece: how can we better communicate to individuals the importance of a balanced diet and taking care of themselves?" commented Easterboork, before then turning his sights on videogame by adding that "there’s fewer green spaces and kids are sat home playing computer games on the TV when in the past they’d have been burning off energy outside."
While there is certainly some merit to Easterbrook’s claims, not least considering the exponential success of the videogames industry since the arrival of the PlayStation, it is worth bearing in mind the efforts put forth by game producers to get kids off the couch and working a sweat.
For example, Konami has implemented Dance Dance Revolution fitness programs into US schools as exercise tools, while the Nintendo Wii actively encourages gamers to get up and play rather than sinking further into a sedentary lifestyle – not to mention the advantages connected to the upcoming Wii Fit and Balance Board experience.
It’s also worth noting that figures quoted in the article outline that McDonald’s in the United Kingdom is heading towards its best performance level for some twenty years. However, from Easterbrook’s perspective, linking the ever-expanding girth of UK children to McDonald’s business success is far too simplistic an evaluation.
McDonald’s has notched up a six percent like-for-like sales increase in 2007 while some 88 million patrons consumed from its more nutritionally attuned menu in December 2007, which is a jump of 10 million from the same period in 2006.
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