Ethical Marketing Strategies for Food and Beverage Companies

Companies are held accountable for marketing foods bad for people’s health. Food and beverage companies’ marketing techniques are still debatable, especially considering the allegations that some of their products may harm consumers. Those who disagree with their marketing tactics question their moral obligation to their clients, particularly children, and adolescents (Williams & Drumwright, 2012). However, the companies assert that they conduct business responsibly and ethically (Soba & Aydin, 2011). Regardless of the controversy surrounding the morality of the marketing techniques used by food and beverage companies, businesses are not required to alter potentially harmful products if they provide adequate information about those products.

Food and beverage businesses contribute significantly to domestic and international economies based on their sales volumes. The businesses conduct themselves ethically by abiding by legal requirements, such as accurately labeling their products. For instance, businesses must adhere to the FDA’s labeling guidelines for all canned foods (Resnik, 2015). Marketers also adhere to the ethical principles of autonomy and well-informed judgment. They stop providing accurate information and let consumers choose whether or not to use their products. They also give customers convenient options by selling fast food, which helps people save time (Soba & Aydin, 2011). The argument adheres to the utilitarian ethical system, emphasizing happiness for the vast majority. Therefore, businesses do not have any additional obligations to their customers as long as they conduct business in accordance with moral and legal marketing principles.

However, supporters of the ethical responsibility argument emphasize potential negative outcomes and point out specific dangers like obesity. Additionally, businesses are accused of preying on kids and teenagers who lack the willpower to resist the temptation to eat unhealthy foods (Williams & Drumwright, 2012). They are held responsible for the ongoing obesity epidemic in the US, which has led to efforts to outlaw harmful goods for the general public’s health, such as sweetened drinks (Resnik, 2015). However, a sizeable portion of the populace and marketers oppose such bans, arguing that they violate people’s rights to personal autonomy and choice…

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