Now, new University of Otago research has called for stronger scrutiny of marketing practices linked to harmful products.
Study leaders University of Otago Business School marketing researchers Associate Prof Leah Watkins and Prof Rob Aitken said marketing practices normalised the consumption of products that are known to be harmful to public health and social wellbeing.
Their research showed how industries such as tobacco, alcohol, gambling and ultra-processed food had invested heavily in marketing strategies, including digital and social media channels, that increased the consumption of products associated with disease, addiction and social harm.
Prof Aitken said there needed to be greater regulatory oversight of marketing communications, the use of health and social impact assessments and a renewed emphasis on ethics within marketing education.
‘‘Clearly, the marketing of products like tobacco, alcohol and ultra-processed foods contributes to harm.
‘‘This requires a re-evaluation of both the tactics and strategies employed by marketing, as well as the systemic role that marketing plays in affecting public health and social wellbeing.
‘‘Divestment from harmful product categories is not only an ethical necessity, but increasingly a strategic one, as regulators, investors and consumers demand responsibility and accountability from business.’’
Assoc Prof Watkins said the marketing strategies disproportionately affected disadvantaged consumers and undermined traditional regulatory safeguards.
The research findings come amid growing concern about public health crises, rising inequality and accelerating climate change.
‘‘Rather than focusing on individual consumer choice, we explore how marketing shapes consumption environments by influencing norms, expectations and habits — particularly among vulnerable populations.
‘‘The harms associated with certain product categories are not incidental or accidental side effects, but well-documented, foreseeable outcomes of large-scale marketing systems.’’
She said marketing’s role in amplifying harmful consumption had become impossible to ignore.
‘‘Marketing in these industries increasingly positions itself as purpose-driven and socially responsible.’’
However, these tactics ‘‘complicate’’ regulatory responses and reduced public awareness of the health and social consequences of consuming these products.
