BACKGROUND: In early 2013, the Academy of Medical Royal Colleges (AoMRC) published the latest of several reports from various bodies over decades addressing aspects of the rising prevalence of obesity in the UK.1 Their report 'Measuring Up' made 10 recommendations targeted at the healthcare professions, at the obesogenic environment and towards making healthy choices the easy choices (box 1). The report made no claim to originality in describing the scale of the problem or in its selection of recommendations, derived from a wide ranging consultative process. It was, however, unusual in declaring the report to be the start of a campaign, and in its wide franchise in representing all the Medical Royal Colleges, and so indirectly virtually all medical practitioners in the UK. It is worth examining the contribution this particular report might make as part of its called-for campaign to solving what has up to now been a seemingly intractable problem.
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