Now the Australian Research Council Discovery project that I've been leading has found that after rising up the news agenda for a while, regulation of environmental drivers has become less prominent in the news and we're left with the usual pattern of coverage dominated by news about the causes of obesity, the size and the cost of the problem. Weight loss, success stories and various solutions. In previous analysis by researchers at the NSW Centre for overweight and obesity, we found TV news and current affairs about obesity mostly blamed individuals or their parents for the problem of obesity. This kind of blame the victim coverage means that policymakers can focus on education, eat less, move more. Instead of uncontentious taxes and regulations, an industry can get on with designing food to be very moreish, usually by including large doses of sugar, salt and fat, creating portion sizes that are way out of proportion with daily needs. Although, there has been some development in this area. Take for example the 100 calorie snack packs and the drastic changes to the baked bean cans size and and fobbing yourself with ineffectual nutritional labels and promoting their food and drinks. That's a tiny little dot point there. But, it’s a big-big issue. So marketers work very hard to link their brands with positive qualities, such as goodness. So good, so good and addiction. Don't forget that goodness and wellness and happiness, Okay?