Mobile brands courted for anti-obesity drive.

Text messaging has emerged as the latest weapon in the fight against obesity, with Orange among several mobile phone brands in talks to sign up to the anti-obesity Business4Life coalition.

The Advertising Association, which co-ordinates the coalition of companies working with the government's Change4Life campaign, is holding discussions with Orange and mobile operator trade bodies, with a view to signing the industry's major players as partners.

The nature of the operators' involvement is still being considered, although it is thought it will involve the communication of healthy-eating messages and content to young people via SMS.

Business4Life has already …