Abstract: The problem of childhood obesity has captured the nation’s attention. Health professionals, school administrators, child advocates, and state and federal policymakers have mobilized to stem the tide of this health crisis. Because the diagnosis of childhood obesity does not have one easily identifiable etiology, myriad prevention and intervention strategies have been considered to influence children’s eating and physical activity. Unlike other public health problems like smoking, where the goal is to get people to stop a behavior entirely, healthy eating and physical activity exist on a behavioral continuum that may be unhealthy at either extreme. This has led to a tug-of-war among health professionals. On one side, some are promoting dramatic environmental and policy changes to decrease overeating and inactivity, such as banning junk food from schools, mandating menu calorie labeling, sending home body mass index (BMI) reports to parents, requiring daily physical education, and taxing soft drinks. On the other side, other professionals are concerned that such changes may lead to an increase in our societal preoccupation with dietary restraint and worsening body image, thereby increasing the incidence of eating disorders. 1Y3 Some argue that even labeling obesity as ‘‘a public health problem’’ promotes the idea that overweight bodies are undesirable, unacceptable, and even diseased. 1 These concerns raise important empirical and ethical questions for proponents of obesity prevention. The aim of this article is to examine this tension and outline the need to move the field toward unity through research on clear and specific health-promoting messages.