Phillip Schofield, 57, and Holly Willoughby, 38, were joined by This Morning agony aunt Vanessa Feltz, 57, and body coach Michelle Bell to discuss the latest campaign by Cancer Research UK, who have unveiled a poster advert of a cigarette packet displaying the message: “Obesity is a cause of cancer.”
Another slogan on the advert states: “Like smoking, obesity puts millions of adults at greater risk of cancer.”
Although the charity was trying to raise awareness of the causes of cancer, they have faced a backlash from both mental health professionals and people on social media.
Michelle addressed the issues with the advert, stating people would now feel “fat shamed” if they saw the campaign, but in trying to offer an alternative viewpoint, she ended up clashing with host Phillip on the ITV show.
The guest said the advert could be damaging to children in particular, commenting: “[Children will be] walking along and thinking if I get fat I’m going to die.”
“They could,” Phillip told her, to which Michelle hit back: “How in that advert does it teach them not become obese?”
As conversation turned to people feeling “fat shamed,” Phillip said: “Loving your body, we do it so much on here, but a lot of the time, it would appear if you are obese, you’ve got your head in the sand.”
With Phillip going on to explain the cost of obesity on the economy now stands at £27billion, Michelle disagreed: “I have issues with those figures,” before going on to explain her disapproval with obesity being linked to cancer.
Phillip hit back: “You’ve got your head in the sand. You’re a denier.”
Referring to body positivity and exercise, Michelle said: “I’m not saying if you’re happy with your body you shouldn’t exercise.”
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“I want to encourage people [to do] sport but we don’t do that by shaming people,” referring to the connotations in the advert.
Viewers watching at home took to social media to comment on Phillip’s approach to the guest during the debate.
One posted: “#ThisMorning a love Philip. He’s just right to the point and doesn’t take any c**p from anyone.”
Another added: “Love it when Phil gives it to people in a debate! Go on Phil #ThisMorning.”
Not everyone was happy with Phillip however, as a third wrote: “Phillip is being a bit rude #ThisMorning.”
As a medical professional, Dr Ranj, 40, explained in reference to the backlash of the campaign: “This is a really emotive subject. It’s not designed to fat shame. These facts are facts.”
Cancer Research UK chief executive Michelle Mitchell has defended the campaign, telling Sky News: “Our campaign aims to raise awareness of the link between obesity and cancer, and to inspire policies that create a healthier environment.
“We have a responsibility to tell people about what might increase the risk of cancer.
“Like smoking, obesity puts millions of adults at greater risk of cancer – and like smoking rates, obesity rates can be reduced with government-led change.
“Smoking rates in the UK have dropped dramatically over the years, thanks to measures like higher tobacco taxes and marketing bans; now we need a similar approach to tackle obesity.”
This Morning airs weekdays at 10.30am on ITV.