In 2007, Coca-Cola and its partner, the American College of Sports Medicine, launched Exercise is Medicine (EIM), a referral scheme that encourages physicians to prescribe physical activity to patients, connecting patients with trainers who are willing to work within the bounds of EIM’s physical activity recommendations and limitations on nutrition advice. The companies launched EIM to influence the medical establishment and downplay the importance of proper nutrition in chronic disease prevention. Beyond the tainted history of its founding and ongoing attempts to conceal its true purposes, the Exercise is Medicine scheme is ineffective at best and serves to suppress actually effective fitness training at worst.
Read MoreCoke's Ineffective and Disingenuous Exercise is Medicine SchemeRest Day
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