When games are blamed for the ills of the young, the said groups doing the blaming are often concerned parents, lobbyists, and politicians. Based on this recent report we picked up, we'll also be adding fast food chains.

The topic came up during a recent interview with Steve Easterbrook, the UK CEO for the McDonald's franchise. Easterbrook discussed the measures they had taken to "slim down" their menu in light of growing awareness of childhood obesity - a problem often tied in with fast food. Quoting Easterbrook's statement regarding the matter of obesity:

I don’t know who is to blame. The issue of obesity is complex and is absolutely one our society is facing, there's no denial about that, but if you break it down I think there’s an education piece: how can we better communicate to individuals the importance of a balanced diet and taking care of themselves?

Then there’s a lifestyle element: there's fewer green spaces and kids are sat home playing computer games on the TV when in the past they’d have been burning off energy outside.

The Government has a part to play, individuals have a responsibility and so does the food and drink industry. These are the three pillars that need to work together and demonstrate that they have a commitment to solving the issue. We’re front and centre of the diet piece of the debate and, as a large business with a big influence, it is a responsibility that we accept as a leader in our sector.