{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,11,4]],"date-time":"2026-11-04T03:16:17Z","timestamp":1793762177810,"version":"4.6.1"},"reference-count":45,"publisher":"Wiley","issue":"2","license":[{"start":{"date-parts":[[2026,3,12]],"date-time":"2026-03-12T00:00:00Z","timestamp":1773273600000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"},{"start":{"date-parts":[[2026,3,12]],"date-time":"2026-03-12T00:00:00Z","timestamp":1773273600000},"content-version":"tdm","delay-in-days":0,"URL":"http:\/\/doi.wiley.com\/10.1002\/tdm_license_1.1"}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Clinical and Public Health Guidelines"],"published-print":{"date-parts":[[2026,4]]},"abstract":"<jats:title>ABSTRACT<\/jats:title>\n                  <jats:sec>\n                    <jats:title>Introduction<\/jats:title>\n                    <jats:p>Currently, there is limited insight into public understanding and opinion of physical activity guidelines (PAG) despite the acknowledged importance of communicating such health\u2010related information. This study aimed to explore adults' understanding and opinions of current UK Chief Medical Officer's PAG (UKCMOPAG) in addition to messaging preferences to inform effective communication of future PAG.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>Qualitative semi\u2010structured one\u2010to\u2010one interviews were conducted with 17 adults (52% female, mean age 33.1 years) in Scotland, United Kingdom. The interview schedule included open\u2010ended questions developed to explore understanding and opinion of guidelines, and preferences for communication using the physical activity messaging framework. Data were analysed using framework analysis.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>Participants were aware that PAG likely existed but could not accurately recall them. Once informed of the UKCMOPAG, they found them unappealing and unclear. They expressed uncertainty about the intended audience and questioned their relevance across different groups. Participants were, however, aware of some benefits of PA and had lived experience of short\u2010term benefits (e.g., improved sleep and mood). As such, there was a preference for communicating UKCMOPAG through positive, relatable messages emphasising everyday benefits. Participants disliked threshold messages, suggesting continuum\u2010based messages with a sliding scale of PA volume\/intensity and associated benefits. Lastly, participants indicated that messages should be delivered by trustworthy sources, identified as the National Health Service (NHS).<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusion<\/jats:title>\n                    <jats:p>This study is the first qualitative exploration of how the general adult population in Scotland interpret the UKCMOPAG. Findings show that current communication strategies are not aligned to public understanding and opinions of PAG, indicating a need to change communication approaches. Future updates should separate technical guidance from public\u2010facing messages, use relatable language, inclusive examples and ensure delivery by trusted sources. Continuum\u2010 and gain\u2010framed messaging highlighting short\u2010term PA benefits may also improve engagement. Further research is needed to evaluate the effectiveness of such audience\u2010centred messages.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1002\/gin2.70066","type":"journal-article","created":{"date-parts":[[2026,3,12]],"date-time":"2026-03-12T09:24:50Z","timestamp":1773307490000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["What Do Adults Know and Think About the United Kingdom Physical Activity Guidelines, and How Should They be Communicated? A Qualitative Exploration"],"prefix":"10.1002","volume":"3","author":[{"ORCID":"https:\/\/orcid.org\/0009-0004-4914-0626","authenticated-orcid":false,"given":"Gwen","family":"Gillham","sequence":"first","affiliation":[{"name":"Physical Activity for Health Research Centre University of Edinburgh Edinburgh UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9547-6778","authenticated-orcid":false,"given":"Graham","family":"Baker","sequence":"additional","affiliation":[{"name":"Physical Activity for Health Research Centre University of Edinburgh Edinburgh UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1946-9848","authenticated-orcid":false,"given":"Paul","family":"Kelly","sequence":"additional","affiliation":[{"name":"Physical Activity for Health Research Centre University of Edinburgh Edinburgh UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2148-7586","authenticated-orcid":false,"given":"Chlo\u00eb","family":"Williamson","sequence":"additional","affiliation":[{"name":"Physical Activity for Health Research Centre University of Edinburgh Edinburgh UK"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2026,3,12]]},"reference":[{"key":"e_1_2_11_2_1","doi-asserted-by":"publisher","DOI":"10.1016\/S2214-109X(18)30357-7"},{"key":"e_1_2_11_3_1","doi-asserted-by":"publisher","DOI":"10.1016\/S2214-109X(24)00150-5"},{"key":"e_1_2_11_4_1","doi-asserted-by":"publisher","DOI":"10.1136\/bjsports-2020-103640"},{"key":"e_1_2_11_5_1","unstructured":"World Health Organization Global Action Plan on Physical Activity 2018\u20132030: More Active People for a Healthier World(World Health Organization 2018)."},{"key":"e_1_2_11_6_1","unstructured":"International Society for Physical Activity and Health ISPAH's Eight Investments That Work for Physical Activity(International Society for Physical Activity and Health 2020)."},{"key":"e_1_2_11_7_1","unstructured":"Department of Health and Social Care UK CMOs\u2019 Physical Activity Guidelines Communications Framework: Main Guidance(Department of Health and Social Care \u00a02023) https:\/\/www.gov.uk\/government\/publications\/uk-chief-medical-officers-physical-activity-guidelines-communications-framework\/uk-cmos-physical-activity-guidelines-communications-framework-main-guidance."},{"key":"e_1_2_11_8_1","volume-title":"UK Chief Medical Officers\u2019 Physical Activity Guidelines","author":"Department of Health & Social 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