Corporate responsibility for childhood physical activity promotion in the UK

Leone, Liliana, Ling, Tom, Baldassarre, Laura, Barnett, Lisa M., Capranica, Laura and Pesce, Caterina 2015, Corporate responsibility for childhood physical activity promotion in the UK, Health promotion international, vol. 31, no. 4, pp. 755-768, doi: 10.1093/heapro/dav051.

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Title Corporate responsibility for childhood physical activity promotion in the UK
Author(s) Leone, Liliana
Ling, Tom
Baldassarre, Laura
Barnett, Lisa M.ORCID iD for Barnett, Lisa M.
Capranica, Laura
Pesce, Caterina
Journal name Health promotion international
Volume number 31
Issue number 4
Start page 755
End page 768
Total pages 14
Publisher Oxford University Press
Place of publication Oxford, Eng.
Publication date 2015-06-16
ISSN 1460-2245
Keyword(s) active living
multiple strategies
rights based approach
Summary The alarming epidemic of obesity and physical inactivity at paediatric age urges societies to rise to the challenge of ensuring an active lifestyle. As one response to this, business enterprises are increasingly engaged in promoting sport and physical activity (PA) initiatives within the frame of corporate social responsibility (CSR). However, comparative analyses among industry sectors of CSR strategies for PA promotion with a particular focus on children are still lacking. This study aimed to explore (i) what are the CSR strategies for PA promotion adopted in different industry sectors and (ii) whether corporate engagement in promoting PA for children is supportive of children's rights to play and be physically active. Corporate pledges pertaining to CSR initiatives to promote PA were analysed. The hypothesis was that companies from different sectors employ different CSR strategies and that companies with a higher profile as regard to public health concerns for children tend to legitimate their action by adopting a compensatory strategy. Results show that the issue of PA promotion is largely represented within CSR commitments. CSR strategies for PA promotion vary across industry sectors and the adoption of a compensatory strategy for rising childhood obesity allows only a limited exploitation of the potential of CSR commitments for the provision of children's rights to play and be physically active. Actors within the fields of public health ethics, human rights and CSR should be considered complementary to develop mainstreaming strategies and improve monitoring systems of PA promotion in children.
Language eng
DOI 10.1093/heapro/dav051
Field of Research 111799 Public Health and Health Services not elsewhere classified
1117 Public Health And Health Services
1302 Curriculum And Pedagogy
Socio Economic Objective 970111 Expanding Knowledge in the Medical and Health Sciences
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2015, The Authors
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