An initial typology of the commercial determinants of physical activity

Much has been written about the commercial determinants in areas such as tobacco, diet, alcohol use, fossil fuels, and gambling, but relatively little on physical activity. This paper reports the development of an initial typology that classifies major themes across physical activity areas that are subject to commercial influences. These themes comprise the creation of inactive communities, especially through fossil fuels and the promotion of screen time; the commercial sponsorship of sport and physical activity; the fitness and wellness industries; private sector funding of physical activity programmes; and commercial influences on physical activity researcher and scientific evidence. These areas are mapped against themes from the Lancet commercial determinants 2023 series, including political practices, marketing, financial practices, influences on science, and reputational actions by the commercial sector. These exist within the intersectoral nature of physical activity, as it is not one product or service. This will further the understanding of the varied commercial drivers of population levels of inactivity and initiate public health actions to counter these commercial forces.