奥运已经禁止烟草广告20余年，可为什么要姑息垃圾食品赞助商？

Professor Ian D Caterson is president of World Obesity Federation and Dr Mychelle Farmer is chair of NCD Child

关于本文作者：Ian D Caterson教授是世界肥胖联合会主席，Mychelle Farmer博士是NCD儿童（世界卫生组织非传染性疾病儿童）的联盟主席

On Friday, nearly 3,000 of the world’s best athletes took to the slopes, rinks, and half pipes in Pyeongchang, South Korea, for the Winter Olympics.

周五，近3,000名世界顶尖运动员在韩国平昌参加冬奥会，他们分别在斜坡、冰场和半管上比赛。

The images beamed to televisions in the 92 countries with athletes competing and beyond will create new sporting heroes for hundreds of millions of children from Tennessee to Tunisia, Moscow to Mali.

在92个国家的电视上播放的电视画面中能看到运动员们争先恐后。从田纳西州到突尼斯，从莫斯科到马里，来自世界各地的奥运健儿为电视机前的少年儿童谱写新的传奇。

The Olympic stories written over the next weeks will inspire many of those kids to put on their first pair of skates or skis.

接下来几周的奥运故事将会激励许多孩子穿上他们人生中的第一双冰鞋或滑雪板。

These images will also be interrupted every other minute by advertisements from official sponsors like Coca-Cola and partners like McDonalds, the very companies that provide the food products that could be the biggest obstacle not only to becoming an Olympic athlete, but also to living a healthy and happy life.

然而这些健康的形象会不时被来自可口可乐和麦当劳等官方赞助商的广告打断。这些赞助商们提供的食品很可能会成为奥运会运动员的最大障碍，同时也将是实现健康生活的一个重大隐患。

Even before the Winter Olympics kicks off, the world is already in the grip of a global health epidemic that’s only getting worse.

冬奥会开幕之前，世界已经处于全球健康流行病的恶化状态。

In 2016, according to the World Health Organization, 39% of the world’s population was classified as overweight and 13% obese.

根据世界卫生组织的数据，2016年全世界有39%的人口超重和13%的肥胖人口。

It is predicted that by 2030, if the current prevalence continues on its existing trajectory, almost half of the world’s adult population will be overweight or obese.

据预测，到2030年，如果目前的流行趋势继续下去，世界上几乎一半的成年人将超重或肥胖。

In Korea, which has historically been one of the healthiest countries in the world, obesity is projected to almost double by 2030.

历史上一直是世界上最健康国家之一的韩国，到2030年，肥胖症预计将增加一倍。

Children all over the world will be inspired to replicate the success of their heroes at Pyeongchang but for many, the reality is that those dreams will be shattered by the impacts of obesity, which include cardiovascular disease, diabetes and cancer.

世界各地的孩子们都将受到平昌奥运健儿的鼓舞，谱写新的运动记录，但对许多人来说，现实举步维艰，这些梦想将被肥胖的影响所粉碎，包括心血管疾病、糖尿病和癌症。

According to a 2014 McKinsey study, the cost of obesity on GDP was a whopping $2tn and at the heart of the problem are Olympic sponsors like Coca-Cola and McDonalds.

根据麦肯锡2014年的一项研究，肥胖在GDP中的成本高达2万亿美元，而问题的核心是像可口可乐和麦当劳这样的奥运赞助商。

Only smoking and war negatively impacted the world’s finances more.

能比肥胖对世界经济的影响更大的，也只有吸烟和战争了。

The major risk factor that drives the most death and disability combined around the world is diet.

导致世界上最多死亡和残疾的主要危险因素是饮食。

It’s unbelievable to think that the Olympia brand of cigarettes was marketed at the Japan Olympics in 1964.

在1964年的日本奥运会上，人们认为奥林匹亚品牌的香烟是在市场上销售的，这真是难以置信。

According to Michael Payne, the author of Olympic Turnaround, the cigarettes generated “over $1m in revenues for the [Olympic] Organizing Committee”.

据奥运会转机的作者迈克尔佩恩说，这支香烟“为奥组委带来了超过100万美元的收入”。

Future generations will no doubt look back at the sponsorship of South Korea’s Olympic games by fast food chains with similar incredulity.

毫无疑问，未来的几代人将会以同样的怀疑态度来回顾韩国奥运会对韩国奥运的赞助。

The advertising of tobacco products at the Olympic games has been outlawed since 1988.

自1988年以来，奥林匹克运动会的烟草制品广告已被取缔。

But to bar tobacco from advertising at the Olympics, yet to allow companies like Coca-Cola and McDonalds, is nonsensical, given that the major risk factor that drives the most death and disability combined around the world is diet.

但是，禁止烟草在奥运会上做广告，却姑息可口可乐和麦当劳这样的公司是不合理的，因为在全球范围内，导致死亡和残疾的主要风险因素是饮食。

The International Olympic Committee (IOC), given historical criticism of the Olympics’ association with junk food, must be aware of this fact.

国际奥林匹克委员会（IOC），鉴于历史上对奥运会与垃圾食品的联系的批评，必须意识到这一事实。

Yet through neglect or design, it has done nothing to stop Olympic athletes from being courted by brands like Coca-Cola.

然而，不知道是因为有意还是无意的忽视，它并没有阻止奥运选手被可口可乐这样的品牌所吸引。

It should know better.

它应该更清楚。

In November 2017, Coca-Cola introduced the world to its 2018 Olympic Winter Games athletes, dubbed the “4-pack”.

在2017年11月，可口可乐公司将世界介绍给了2018年冬季奥运会的运动员，并将其称为“4包”。

One must assume that part of the reason that the athletes were excited to be joining the Coca-Cola family as Coca-Cola sponsored athletes was because they somehow felt indebted to the company.

我们必须假设，运动员们因为可口可乐赞助运动员而兴奋地加入可口可乐家族，部分原因是因为他们对公司感到亏欠。

But that reliance and the resulting legitimisation of the Coca-Cola brand, particularly in the eyes of children, is quite literally unhealthy.

但这种依赖以及由此导致的可口可乐品牌的合法性，尤其是在儿童眼中，是相当不健康的。

Since 1975, obesity rates have tripled, resulting in almost 2 billion adults being overweight or obese.

自1975年以来，肥胖率翻了三倍，导致近20亿成年人超重或肥胖。

Nor is the problem limited to rich countries.

这个问题也不局限于富裕国家。

As fast food has moved into low- and middle-income countries, obesity and related diseases have surged, putting a massive strain on already fragile health systems

随着快餐进入低收入和中等收入国家，肥胖和相关疾病激增，给本已脆弱的卫生系统带来巨大压力。

Efforts to stem this tide to date have been largely unsuccessful.

迄今为止，阻止这一趋势的努力基本上没有成功。

However, there are some green shoots of hope.

然而，还是有一些希望的星星之火。

Amsterdam showed that by promoting tap water over juice in school, banning fast food advertising and teaching healthy cooking, child obesity can be curbed.

阿姆斯特丹的研究表明，通过在学校推广自来水而不是果汁，禁止快餐广告和教授健康的烹饪，可以遏制儿童肥胖。

New York and Denmark successfully banned trans fats, which led to significant drops in heart attacks and strokes.

纽约和丹麦成功禁止了反式脂肪，迅速降低了心脏病和中风的发病率。

Soda taxes in Mexico and South Africa have led to reduced consumption of sugary drinks.

墨西哥和南非的汽水征税减少了含糖饮料的消费量。

In Fiji, excise duties were added to imported sugary beverages and removed from fruits and vegetables.

在斐济，增加了进口含糖饮料的消费税，并相对削减了水果和蔬菜税收。

Soda and other junk food are clearly playing a substantial role in fuelling a child obesity epidemic around the world.

苏打水和其他垃圾食品显然在助长全球儿童肥胖流行方面起了推波助澜的负面作用。

The Olympics is one of the world’s greatest sporting events and we do future generations of potential athletes a gross disservice by allowing the Games’ association with companies that promote that epidemic.

奥运会是世界上最伟大的体育赛事之一，我们为未来几代潜在的运动员们提供了一种严重的伤害，因为他们允许奥运会与那些宣传该流行病的公司建立联系。

Tobacco advertising ended two decades ago.

烟草广告在二十年前就结束了。

The time has come when we can enjoy elite athletics without having to endure the constant advertising for fast food.

我们可以享受精英运动，且不必忍受垃圾食品无休止的广告。

Coca-Cola’s tagline is “taste the feeling”.

可口可乐的口号是“品味这种感觉”。

With the obesity epidemic skyrocketing, it’s time to rein the feeling in and for the Olympics to ban the advertising that is fuelling the global obesity crisis.

随着肥胖症的流行，现在是时候扼杀“这种感觉”了，同时也要阻止奥运会对垃圾食品的广告宣传，因为在世界运动赛事上的大规模广告正在加剧全球肥胖危机。