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Food Marketing and Obesity in Developing Countries: Analysis, Ethics, and Public Policy

Department of Marketing at California State University, Long Beach, witko{at}csulb.edu.

Obesity and the chronic diseases with which it is associated constitute a serious global health problem that will rapidly worsen given current trends. This article introduces a model of how development processes, biological factors, and food marketing practices are influencing the human energy equation in the less affluent world. The discussion then turns to an ethical analysis of food marketing and obesity and to a formulation of broad ethical guidelines derived from marketing theory. Finally, alternative public policy and social marketing strategies are considered.

Key Words: food marketing • obesity • developing countries • ethics • public policy

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