Food Vendor Beware! On Ordinary Morality and Unhealthy Marketing

Abstract

Food and beverage firms are frequently criticised for their impact on the spread of non-communicable diseases like obesity and diabetes type 2. In this article we explore under what conditions the sales and marketing of unhealthy food and beverage products is irresponsible. Starting from the notion of ordinary morality we argue that firms have a duty to respect people’s autonomy and adhere to the principle of non-maleficence in both market and non-market environments. We show how these considerations are relevant when thinking about immoral behaviour in the food and beverage industry, and identify under what conditions sales and marketing of unhealthy foods and beverages to adults and children is wrong. Based on this analysis we argue that firms should take into account: whether consumers are able to identify manipulative marketing, the degree of manipulation, as well as the negative impact a product has on health. We hold that for the food industry to act responsible it should re-evaluate the marketing of unhealthy products to adults and refrain from marketing to children. We conclude this study by making several recommendations on how the food industry should interact with consumers and highlight what changes need to be made in corporate practice.

The Pitfalls of Ascribing Moral Agency to Corporations: Public Obligation and Political and Social Contexts in the Commercial Determinants of Health

“…Industries should also share social responsibility for safeguarding population health, going well beyond their social responsibility tactics. 12,13 The challenge with this literature, however, is that it falsely assigns moral responsibility to the commercial sector. How are we to assume that industries will not be self-interested and behave in ways that we outside of industry perceive as immoral?…”

“…Some have recently recognized the immoral behaviors of these industries. Tempels and colleagues, 12 for example, highlights the irresponsibility associated with the marketing and sales of some harmful products, with earlier work highlighting the immorality of industry marketing toward children and lobbying, though cautioning that we should also consider the positive steps that industries take to improve population health, such as improving the quality of foods sold 13 . Indeed, for Tempels and colleagues, 12 it is important that we do not overlook the positive role that industries contribute to health through their corporate social responsibility activities.…”

“…Tempels and colleagues, 12 for example, highlights the irresponsibility associated with the marketing and sales of some harmful products, with earlier work highlighting the immorality of industry marketing toward children and lobbying, though cautioning that we should also consider the positive steps that industries take to improve population health, such as improving the quality of foods sold 13 . Indeed, for Tempels and colleagues, 12 it is important that we do not overlook the positive role that industries contribute to health through their corporate social responsibility activities. Furthermore, Tempels and colleagues 12 claim that industries must respect the consumer's individual autonomy, refrain from malevolent intentional or unintentional behavior, and reflect on broader morality issues rather than simply adhering to regulatory policy.…”

“…Indeed, for Tempels and colleagues, 12 it is important that we do not overlook the positive role that industries contribute to health through their corporate social responsibility activities. Furthermore, Tempels and colleagues 12 claim that industries must respect the consumer's individual autonomy, refrain from malevolent intentional or unintentional behavior, and reflect on broader morality issues rather than simply adhering to regulatory policy. Industries should also share social responsibility for safeguarding population health, going well beyond their social responsibility tactics 12,13 …”

“…Furthermore, Tempels and colleagues 12 claim that industries must respect the consumer's individual autonomy, refrain from malevolent intentional or unintentional behavior, and reflect on broader morality issues rather than simply adhering to regulatory policy. Industries should also share social responsibility for safeguarding population health, going well beyond their social responsibility tactics 12,13 …”