Bet dieting in the UK26th May 2009
A website which allows dieters to bet on the success of their weight loss plans is gaining increasing numbers of users in the UK.
There are now more than 1,000 people using the service - which originated in America - in the UK.
Dieters join the site and commit to losing a specified amount of weight within a certain time.
If they do not reach their goal, money is taken from their account and given to a charity they have chosen.
The idea has proved very successful in the US, where "up to" 85% of dieters reach their target.
Users can also choose a charity which does not support their views.
Jordan Goldberg, co-founder of the StickK bet dieting website, said: "The anti-charity aspect is where we take your money and we send it to an organisation that you oppose should you fail."
"The idea is you choose an organisation whose views are contrary to your own as an added incentive to stay motivated to succeed."
Professor Richard Ashcroft, of the Centre for the Study of Incentives in Health, said: "The problem is once the incentive scheme has finished we don't know if they carry on being successful after that - we don't know if people manage to stay with the weight loss or exercise regime once the incentive is taken away."
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Title: Bet dieting in the UK
Author: Jess Laurence
Article Id: 11487
Date Added: 26th May 2009