Ethics in healthy food marketing

Vlade mnogih društava sve su zabrinutije zbog bolesti vezanih uz način prehrane i visoke ekonomske troškove upravljanja te širenja informacija o stvarima poput uravnotežene prehrane i hrane koju bi trebalo izbjegavati. Istovremeno se na prodajnim mjestima, restoranima i kafićima nudi sve više takozvanih zdravih proizvoda. Ipak, ti proizvodi mogu sadržavati svojstva koja su kontradiktorna i više usmjerena na dobit tržišta nego na zdravlje potrošača. U takvim slučajevima dolazi do zamagljivanja i stapanja zdravih izbora s pojmovima etičkog i moralnog kupovanja. Promicanje zdravog načina života i komercijalna održivost može se ostvariti oglašavanjem zdrave prehrane, iako je to vrlo izazovna grana marketinga. Međutim, moć utjecaja na zdravstveno ponašanje pojedinaca i cjelokupno zdravstveno stanje čini ključnim da marketinški stručnjaci uzmu u obzir etičke dimenzije oglašavanja zdrave prehrane. Marketinški stručnjaci često su kritizirani zbog načina na koji dizajniraju i provode poslovne aktivnosti te ih se često optužuje da svojim aktivnostima štete potrošačima i društvu. Stoga je važno uzeti u obzir brojne čimbenike koji će uravnotežiti poslovanje, etičnost poslovanja i zadovoljstvo potrošača. Ovaj rad se usredotočuje na etička pitanja i dileme na koja nailaze poduzeća u oglašavanju zdrave prehrane.Governments of many societies are concerned about diseases associated with way of eating and high economic expenses, as well as the spread of information about cases like a balanced diet and foods that should be avoided. At the same time, more and more so-called healthy products are being offered at stores, restaurants and cafes. However, these products may contain properties that are contradictional and more focused on market profits than on consumer health. In such cases, healthy choices are blurred and merged with the notions of ethical and moral buying. Promoting a healthy lifestyle and commercial sustainability can be achieved by promoting a healthy diet, although this is a very challenging branch of marketing. However, the power to influence the health behavior of individuals and the overall health condition makes it crucial for marketers to consider the ethical dimensions of healthy eating advertising. Marketing professionals are often criticized for the way they design and implement business activities and are often accused of harming consumers and society with their activities. It is therefore important to consider a number of factors that will balance business, business ethics and consumer satisfaction. This paper focuses on the ethical issues and dilemmas faced by businesses in promoting healthy eating