Selling to the vulnerable  Diets are predominantly targeted at those who feel desperate. It has nothing to do with medical need, a constant round of being told that there is only one way to look attractive inevitably encourages people to adopt a mindset that 'thin' equals 'attractive'. This has nothing to do with a medical need nor do diets represent a medical solution; at least not in the meaning of 'diet' at the focus of this debate.  The pressure on people, especially young people, to conform to a certain stereotype of physical perfection is astonishing and comes from many sources – music, magazines and the celebrity culture endemic in the media. It is notable that there is a well studied correlation between mass media consumption and eating disorders and fears of poor body image. [1]  Diet programmes sell the dream that as long as you look like a given ideal you will come to be like them. This is nearly always untrue. [2] However, it is particularly attractive to those who are most susceptible to peer pressure; primarily the young but really anyone with a desire to fit in. The advertising picks up on this, pictures of happy, smiling, thin people with successful personal lives. It's simply an illusion and has little to do with the realities of medical need.  [1] Kristen Harrison and Veronica Hefner, ‘Media Exposure, Current and Future Body Ideals, and Disordered Eating Among Preadolescent Girls: A Longitudinal Panel Study’, Journal of Youth and Adolescence, Vol.35 No.2, April 2006, pp.153-163, p.153   [2] Federal Trade Commission, ‘Weighing the Evidence in Diet Ads’, November 2004,