The American legal specialist Professor Richard Daynard says the fight against "big food" looks set to be for the beginning of this century what the fight against "big tobacco" was at the end of the last century. The Centre for Consumer Freedom, which represents the food and restaurant industry in the United States, fears huge obesity claims to come. The Business says it is inevitable that McDonald's should be in the firing line as the world's leading fast-food chain. There are already signs McDonald's is caving in to the anti-obesity lobby with its latest "I'm loving it" campaign which relays a message based on fitness and sport. The Business 08/02/04 page 1, page 4