In a discussion paper, Waikato District Health Board's Population Health service has accused exhausting marketing gimmicks of fast foods for triggering type 2 diabetes and obesity in a large number of people.

In the discussion paper entitled “Obesity, diabetes and fast food - the impact of marketing to children”, the authorities concerned looked over the issues like sedentary lifestyle and lack of physical exercise, which has triggered obesogenic environments.

The author of the paper, Nick Chester, said that the aim of the paper to make the authorities think as to how they can turn obesogenic environment into healthy environment. It has been found that the marketing firms are targeting children by exposing them to luxurious ads of soft drinks and fast food.

Previously, the advertisement firms were criticized for using internet for attracting kids. Daily intake of fast foods and energy drinks leads to higher chances or risk of developing type 2 diabetes and obesity. A survey conducted in 2006-2007 found that about 70% of the kids in the age group of 2 to 14 years consume fast food at least for once in a weak.

However, 7% of the children consume fast food frequently in a week. The figures clearly show that in the New Zealand, consumption of fast food is quite frequent. It has been informed that there are a large number of fast food chains located at places like Waikato.

Although the number of fast food chains is high in number, the promotional ads further contribute in attracting children to fast food. It is not feasible to ask fast food chain to close down the production of fast foods. But a control over the advertisement gimmicks chosen by the manufacturer can play vital role in reducing obesity cases.