People who shed the pounds in order to get a financial reward are unlikely to stay in shape over the long-run, it has been claimed.
A newly-published paper from the National Institute for Health and Clinical Excellence (NICE) has pointed to the potential benefits of offering dieters cash incentives to reach their weight-loss targets.
Given the strain placed on health services by medical conditions associated with obesity, it is believed that such a method could prove to be more cost-effective in the long run.
However, a spokesperson for Slimming World has argued that since dieting for cash won't motivate people to change their overall lifestyles, any weight loss achieved this way is likely to be temporary.
She explained that slimmers are most successful when they aim to lose weight for themselves, and in particular for their health and self-confidence rather than for their bank accounts.
"If a person is only motivated by a cash incentive then once they achieve their target weight and receive their reward then there is nothing to keep them on track," she concluded.
Meanwhile, the Visions of Britain 2020 report from Friends Provident and the Future Foundation has warned that the NHS will soon have no choice but to start penalising Britons for unhealthy behaviour.
What's better? Private or NHS healthcare?