The aim of this study is to contribute with knowledge about destigmatization in the treatment of patients with obesity. The study is based on five semi-structured interviews with health care counselors in primary care in Region Sörmland. The theoretical approach is stigma theory based on Goffman and Meisenbach's theory of Stigma management communication (SMC). The study's main results show that the majority of the respondents know that obesity is not about "calorie in, calorie out" and that there is a lack of knowledge about the diagnosis. The results indicate that the paradigm shift that has taken place in the academic world is also practiced in primary care in Sörmland. They support the patients by helping to improve their self-esteem but do not call their weight shameful. The results show the importance of collaboration in order to fill knowledge gaps about obesity.