Despite the rising incidence of childhood obesity, international data from EUROSTAT show 7 that the prevalence of obesity at ages 15-19 years remains <5%, which offers an important 8 opportunity for preventing subsequent adult obesity. Young people engage poorly, even 9 obstructively, with conventional health initiatives, and are often considered 'hard-to-reach'. However, when approached in the language of youth, via IT, they express great concern, and unwanted weight gain in young people can be prevented by age-appropriate independent, online guidance. Additionally, when shown online how 'added value' for industry can generate consumer harms as free market 'externalities', and how obesogenic 'Big Food' production and distribution incur environmental and ethical costs, they make lasting behavioural changes that attenuate weight gain. This evidence offers a novel approach to obesity prevention, handing the initiative to young people themselves, and supporting them with evidence-based methods to develop, propagate and 'own' social movements that can simultaneously address geo-political concerns of youth and obesity prevention.