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A Political Economy of Regulatory Failure in US Packaged Food Markets

Indiana State University, wredmond{at}isugw.indstate.edu

An increasing number of consumers are seeking to lead healthier lives by eating more healthful foods. In the United States, however, some are unknowingly consuming foods that are less healthful and wholesome than they expect. Through information on packages, food marketers draw attention to apparently healthful aspects of foods, while minimizing attention to the less desirable properties. A salient aspect of this situation is that such marketing practices are permissible under rules established by the relevant regulatory agency, the Food and Drug Administration (FDA). In this sense, the situation constitutes a market failure, which is enabled by a regulatory failure. The political economy framework is used to examine the regulatory failure. The article takes a critical view of certain food marketing practices and argues that, for at least some customers, consumer interests are being subordinated to food firm's interests.

Key Words: regulation • market failure • food marketing • political economy • marketing concept

This version was published on June 1, 2009

Journal of Macromarketing, Vol. 29, No. 2, 135-144 (2009)
DOI: 10.1177/0276146708327631


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