This is the presentation related to the paper I presented at the 2013 World Marketing Congress in Melbourne. The paper focuses on the use of mobile “app”-based interventions as tools to influence health-related behaviour. We use established design criteria (not the 7S this time!) to review a range of current apps developed by one public body, the UK NHS and commercial developers of health-related apps and compare these to commercial apps promoting unhealthy food items. We suggest that there are serious weaknesses evident in the apps provided by public bodies and that this sector could learn from an analysis of the development strategies used in the commercial sector. The full paper is available in the proceedings, which will be available publicly soon.