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date: 09 December 2019

Abstract and Keywords

This chapter discusses the challenges in regulating food advertising. In particular, it briefly describes the legal standards that govern food advertising in the United States and the policy approaches to food marketing developed under them. There are important limits on what governments can do to restrict marketing, even in cases that deal with health-related issues. Nonetheless, marketing related to obesity has been an active area of government attention, using direct enforcement, where appropriate, and research, reports, and public attention in other cases. Legal authority alone is not enough to eliminate deceptive claims in markets prone to them. Consumer knowledge, resources, and effective remedies are also important to success. The challenge for enforcement and policy is to preserve the potential power of marketing to spread health-related information and create competitive pressure for product improvement, while effectively deterring deception.

Keywords: food advertising, legal standards, United States, food marketing, obesity, policy, deception

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