In servicing the guilty weight loss market, the classic approach of juxtaposing a black and white photograph of a glum, fat person alongside a bright, colour snap of the happy, slimmed down version is being replaced by a new tactic, it would appear.
Almost nine in 10 people are not aware of the risks of carrying extra fat around their waistline.
The report from GlaxoSmithKline, who make weight loss drug Alli, said this "visceral fat" is strongly linked with type 2 diabetes and heart disease.
It is thought that the danger of visceral fat is related to the release of proteins and hormones that can cause inflammation, which in turn can damage arteries and enter the liver, and affect how the body breaks down sugars and fats.
Move over gentle persuasion, there's a new, dynamic, forceful guy in big pharma advertising town.
And he has a simple message, "Buy our products ... or die".