10/07/2025
Will SA's 'Toxic' Obesity Campaign Shame People into Good Health?
This week, the Australasian Metabolic Health Society (AMHS) released an open letter and press statement in response to the recently launched LiveLighter SA campaign — also known as the “Toxic Fat” campaign.
We acknowledge the urgent need to address chronic disease and rising rates of metabolic illness, campaigns that rely on fear, shame, and outdated nutritional advice are unlikely to create lasting, positive change — and may in fact cause harm.
We echo concerns shared by health professionals, researchers, and advocacy groups, including Eating Disorders Alliance Australia, who have raised alarms about the stigmatizing nature of the campaign and its potential impact on mental health and eating behaviour, especially among young people and those in at risk.
Key issues:
⚠️ Stigma doesn’t drive better health outcomes — it deepens shame, blame, and disengagement.
📉 The dietary advice promoted is outdated and risks worsening metabolic health in at-risk groups.
🔍 Evidence-based alternatives like therapeutic carbohydrate restriction and whole-food nutrition are overlooked, despite growing international endorsement.
🥚 Animal foods are demonised, despite their nutritional value, especially for vulnerable populations.
We’re calling for campaigns that are:
✅ Empowering, not shaming
✅ Evidence-based, not outdated
✅ Inclusive, not one-size-fits-all
📄 Read the full open letter & press release: https://amhs.org.au/advocacy/
🗣️ We welcome respectful discussion and feedback
—what would you like to see in future public health campaigns?!
