Weight-loss drugs tip the scale against health

Research shows people on diet pills more likely to increase consumption of unhealthy foods

With obesity rates skyrocketing, the weight-conscious have placed their faith in weight-loss pills. But when weighed against their health benefits, they may be more harmful than helpful. Researchers have found that weight-loss drugs and related remedies could be counter-productive, as their users end up gaining more weight, reported IANS.

“Weight management remedies that promise to reduce the risks of being overweight may undermine consumer motivation to engage in health supportive behaviour,” said one of the study’s authors, Amit Bhattacharjee from Dartmouth College, United States.

Each participant of the study was given free access to a bowl of chocolate cookies, with one group advised ahead of time about a new weight-reducing pill. The group that was told about the pill ate more cookies, with some participants consuming as many as 30.

An additional test showed that the more fattening the cookie, the more the participants would overeat, as long as they expected to be able to take the weight-loss pill. The study inferred that the people who need to reduce weight and pivot towards diet pills are the ones most likely to drastically increase their consumption of unhealthy foods.

The research helped in educating consumers to look beyond marketing and find real information about the drug. It was an effective way of normalising their expectations and alleviating unhealthy behaviours, reported phys.org. Researchers felt this same strategy could also be effective in terms of other aspects of a consumer’s life, including bringing relief to those who are trying to improve their finances but are falling victim to ‘quick fix’ financial remedies.

“Given the ubiquity of remedies in today’s marketplace, more research is needed to understand the impact of remedy marketing on consumers. There is ample room for policymakers and responsible marketers to improve remedy marketing practices to minimise potentially harmful consequences for consumers,” the study’s authors concluded. The research was published in the Journal of Public Policy & Marketing.

Published in The Express Tribune, November 14^th, 2014.

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