An obesity awareness group is taking a unique route to ending what it calls "weight bias. The Obesity Action Coalition says humiliating fat people must end. In fact, the word "fat" needs to go away altogether, said PR Newswire on July 6. OAC says "Ban the F word" to stop fat-shaming and get more equitable treatment for those who struggle with weight problems. Obesity advocates say 'Ban the F word' to stop fat-shaming and weight bias.