Cancer Research UK ads slammed for fat shaming

Cancer Research UK obesity cigarette packets
(Image credit: Cancer Research UK)

Cancer Research UK's latest campaign is at the centre of an online controversy around fat shaming. The campaign, which sees the word 'obesity' appear on the front of cigarette packets in the place of brand names and health warnings, is one of the more impactful examples of billboard advertising we've seen.

In a blog post, Cancer Research UK explains the thinking behind the divisive ads by revealing that obese people outnumber smokers two to one, and that excess weight causes more cases of certain cancers than smoking. "The campaign compares smoking and obesity to show how policy change can help people form healthier habits, not to compare tobacco with food," the charity says.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.