I just finished lecturing on food in my ethics class. Food is a big problem, both for those who don’t have enough and for those who have plenty. The ways in which it is problematic for those who don’t have enough are well known, and well documented. Charities raise funds to fight world hunger; the UN has pledged to eradicate world hunger by 2030. So far, hunger is winning: from 2015 to 2016 the number of hungry people in the world increased by 5%. Have we forgotten about world hunger with all the crises of various kinds happening around the world? I wonder how much the 2016 US presidential election and the Brexit campaign (and the aftermath of both) have distracted us all from the needs of the poorest and most vulnerable.

The other food problem I spoke about today, though, was obesity. In the past three decades rates of obesity among adults and children have risen across the globe. Those increases bring in their train an increase in hypertension, heart disease, and diabetes. This subject causes uncomfortable squirming amongst the college-age set (and probably the rest of us as well). We have been busy pushing back–and rightly so–against the subtle and not-so-subtle pressure to conform our bodies to an unrealistic ideal. I grew up in Southern California, spending my summer days on its beautiful beaches, and learning to hate my body with a deep and abiding passion. I push back as hard as I can, for the sake of my daughters. I’m not sure my body-loathing will ever go away, but I’ll be damned if I let my girls grow up hating theirs.

Addressing the health crisis might well make for trimmer citizens. But I’d like to uncouple the body’s health from the body’s image. Good luck with that, says the other half of my brain: plenty of people have been trying to do that for years. Everyone who has been trying to do that ought to keep on trying, and the rest of us ought to join in, because this matters for the whole world. If we are ever going to tackle this problem, the very first thing we need to do is de-stigmatize obesity. The reason for the tension I felt in the classroom today? The phenomenon of fat-shaming. To begin with, that’s got to stop. Right now.

As a society, we have had some practice at de-stigmatizing. Alcoholism and mental illness are two diseases that, like obesity, are noncommunicable. But we no longer lay the blame for the illness squarely at the feet of the sufferer. It’s complicated. Getting better is hard work, but it isn’t self-flagellation. Some of us have health issues, and we need treatment and support to recover. Obesity is no different, except that we haven’t yet had the conversion that we have had with alcoholism and mental illness (which is still underway in both cases). We need to stop thinking of obesity as just ‘getting fat’ and begin to think of it as a complex phenomenon rather than something people inflict on themselves.

We also need to address the rise in obesity in the developing world. This global health crisis is being driven in part by the expansion of fast, processed food and sugary drinks into new markets in the developing world. As US consumers drink less soda pop, new consumers need to be found to keep profits up. Fast food chains are popping up all over the world, and changing the way people see food. Packaged foods compete with healthier local food, and seem to be winning. The results of this corporate growth are devastating: rates of obesity are soaring in the developing world, and the health systems in developing nations are often having to address both malnutrition and obesity-related conditions.

I fear that the wealthy are preying on the poor. So it has always been, has it not? Did Amos not write of the Israelites, ‘they sell the just man for silver, and the poor man for a pair of sandals’? I fear that we don’t see it that way, if we see it at all.

Here’s what I would like to see: no more advertising ’empty calories’ as if it were food. Back in the 1970’s, the Marlborough man disappeared. Tobacco companies were banned from advertising, because smoking is bad for you. We know just as surely that processed food and sugary drinks contribute to obesity. Sure, not everyone who ever has a Coke or a McDonald’s cheeseburger becomes morbidly obese. But not everyone who ever smokes a cigarette gets cancer. Not everyone who ever has a drink becomes an alcoholic, yet we are warned about the health risks, and TV advertising is regulated or banned.

If we know about the health risks, and we surely do, then are we not negligent if we fail to inform consumers? The real risk here is doing nothing and seeing the global health crisis escalate. The alcohol and tobacco industries have survived taxation, regulation, and advertising bans. So would Coca-Cola and McDonald’s and all the rest.  Isn’t the health of the world worth it?