THE ROLE OF MARKETING IN ADULTS’ EATING BEHAVIOR: AN ALLY OR A VILLAIN?

Abstract

This article examines the role of nutritional marketing in consumer eating habits, highlighting its definitions and conceptual evolution. It discusses the influence of marketing on the rising obesity epidemic, emphasizing the promotion of ultra-processed foods, particularly among vulnerable populations. Additionally, it addresses the impact of fake news and the responsibility of companies to provide transparent information about food products. The conclusion asserts that nutritional marketing can serve as an ally in promoting healthy eating habits if implemented ethically and responsibly.