Intended for healthcare professionals

Letters Olympic public health legacy

Messages associated with the Olympics are far from ideals

BMJ 2012; 345 doi: (Published 09 July 2012) Cite this as: BMJ 2012;345:e4662
  1. Mike Daube, professor of health policy1
  1. 1Public Health Advocacy Institute and McCusker Centre for Action on Alcohol and Youth, Curtin University, Shenton Park, WA 6009, Australia
  1. m.daube{at}

Campbell asks if the London Olympic Games will increase physical activity, in view of Sebastian Coe’s claim that, “London’s vision is to reach young people all around the world . . . with the inspirational power of the Games.”1

The International Olympic Committee, which oversees the games, claims that a “fundamental objective” of Olympic marketing is “to control and limit the commercialisation …

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