AWRC Voices: Why are we still blaming parents? What online comments reveal about childhood obesity stigma

In this edition of AWRC Voices, Claire Woodward, Project Manager for ENHANCE, discusses research undertaken to map how childhood obesity stigma plays out online.

When stories about childhood obesity appear in the news, the public response can often be just as revealing as the story itself.

Following the 2025 European Association for the Study of Obesity (EASO) conference, UK media outlets reported findings from Complications from Excess Weight (CEW) clinics in England. The research showed that many of the children and young people accessing these specialist clinics were living in areas of deprivation, were neurodiverse, or had multiple physical and mental health conditions. Importantly, the findings suggested that these services were reaching some of the children with the greatest need.

However, the public reaction to this story was quite shocking.

How did we study public reactions?

Our research set out to explore how members of the public responded to media coverage of childhood obesity and what these responses might tell us about persistent stigma towards children and families living with obesity.

To understand public responses, we examined comments posted online in response to 188 news articles that shared the story. We then collated and analysed 478 publicly available comments from digital news websites and social media platforms.

We used a qualitative thematic analysis to understand the data. This method allowed us to identify recurring themes, beliefs, and assumptions within the comments, helping us understand not only what people were saying, but also the attitudes underlying their views.

We also examined the images used alongside news articles reporting the story. Using internationally recognised guidelines for non-stigmatising obesity imagery, we assessed whether the photographs supported respectful and evidence-based reporting or reinforced common stereotypes about obesity.

By analysing both comments and images, we were able to explore how childhood obesity is represented in the media and how these messages are interpreted, reinforced, or challenged by the public conversation that follows.

The dominant narrative: parental responsibility

What we found was concerning.

While the original news article used evidence-based information and person-first language, the vast majority of comments reflected negative attitudes towards children and young people living with obesity and their families.

The most common response was to place blame firmly on parents. Many contributors suggested that childhood obesity was primarily caused by poor parenting, lack of cooking skills, laziness, or neglect. In some cases, obesity was even described as a form of child abuse.

Some comments used mocking or derogatory language to describe children living with obesity. These comments reinforce harmful stereotypes, often making assumptions about children’s eating habits, activity levels, or family circumstances, despite having no knowledge of the individuals involved.

A more complex picture

Not all comments focused on personal blame. Some acknowledged wider societal influences such as poverty, the food environment, government policy, access to safe spaces for physical activity, and the rising cost of living.

These responses reflected a growing awareness that obesity is not simply about willpower or personal choices. Decades of research have shown that body weight is influenced by a complex interaction of biological, psychological, social, environmental, and economic factors.

Some commenters also recognised the pressures faced by families, including balancing work, childcare responsibilities, food costs, and access to healthy options.

However, these supportive voices were in the minority. Only around 7% of comments expressed empathy or understanding towards children and families living with obesity.

The role of media images

The research also highlighted concerns about the images used alongside news stories.

Some articles relied on stereotypical obesity imagery, such as cropped photographs showing only a child’s body, images focusing on body size rather than the individual, or photographs depicting unhealthy foods. These images fail to meet recognised guidelines designed to reduce weight stigma.

Research shows that images can strongly influence how readers interpret a story. Even when written content is balanced and evidence-based, stigmatising imagery can reinforce negative stereotypes and promote blame-based narratives.

Why does this matter?

Weight stigma is not harmless.

Children and young people living with obesity frequently experience teasing, bullying, discrimination, and social exclusion. Research has linked weight stigma to poorer mental health, lower self-esteem, disordered eating behaviours, avoidance of physical activity, and reduced engagement with healthcare services.

The comments analysed in this study provide a snapshot of the attitudes and assumptions that many children and families may encounter in their everyday lives.

The findings also reveal an important disconnect. While obesity policy, healthcare practice, and scientific research have increasingly adopted a whole-systems perspective, public attitudes often continue to frame obesity as a matter of individual choice and personal responsibility. This gap between evidence and public perception risks undermining efforts to support children and families affected by obesity.

What needs to change?

The findings suggest that improving the language and images used in obesity reporting is only part of the solution.

Media organisations, journalists, researchers, healthcare professionals, and public health practitioners all have a role to play in challenging stigma and promoting a more accurate understanding of obesity as a complex health condition.

The study also raises questions about how online discussions are moderated. When highly stigmatising comments remain visible, they can reinforce harmful stereotypes, spread misinformation, and normalise discrimination.

This research provides important insight into how obesity stigma continues to be perpetuated through public discourse, even when media reporting attempts to present a more balanced and evidence-based picture. Addressing these attitudes is essential if we are to create more supportive environments for children and families living with obesity.

Unpicking the blame game: A public event

On 16 September 2026, the Association for the Study of Obesity (ASO) hosted a public event, Unpicking the Blame Game: Reducing Weight Stigma, ahead of the UK Congress on Obesity (UKCO) in Sheffield.

I was invited to speak at the event and share findings from our recent research exploring how children and young people living with obesity are discussed in online media comment sections. The presentation highlighted the prevalence of weight stigma, the tendency for public discourse to focus on blame, and the importance of promoting more accurate, compassionate and evidence-based conversations about obesity.

The event brought together researchers, healthcare professionals and members of the public to explore how we can challenge harmful stereotypes and create a more supportive environment for people living with obesity and their families.

Research undertaken by: Dr Lucie Nield (University of Sheffield), Dr Martin Lamb (Sheffield Hallam University) and Claire Woodward (Sheffield Hallam University).