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"Lose 30lbs in 30 days" : assigning responsibility for deceptive advertising of weight-loss products

Pirsch, Julie A., Grau, Stacey Landreth and Polonsky, Michael 2013, "Lose 30lbs in 30 days" : assigning responsibility for deceptive advertising of weight-loss products, Journal of social marketing, vol. 3, no. 1, pp. 56-77, doi: 10.1108/20426761311297234.

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Title "Lose 30lbs in 30 days" : assigning responsibility for deceptive advertising of weight-loss products
Author(s) Pirsch, Julie A.
Grau, Stacey Landreth
Polonsky, MichaelORCID iD for Polonsky, Michael orcid.org/0000-0003-2395-1311
Journal name Journal of social marketing
Volume number 3
Issue number 1
Start page 56
End page 77
Total pages 22
Publisher Emerald Group Publishing
Place of publication Bingley, England
Publication date 2013
ISSN 2042-6763
2042-6771
Keyword(s) deceptive advertising
social marketing
harm chain
public policy
advertising
Summary Purpose – The aim of this paper is to outline key social marketing issues apparent in deceptive weight-loss advertising, from the perspective of government policy-makers, manufacturers, the media, and consumers. The purpose is to examine the complexity of one aspect of the obesity battle and provide a framework for coordinated and integrated social marketing initiatives from a multiple stakeholder perspective.

Design/methodology/approach – The results of deceptive weight-loss advertising are framed using the harm chain model, and the paper offers recommended solutions based on a framework of marketing, education and policy changes across the network of stakeholders.

Findings – This paper concludes that a resolution to the harm created by deceptive weight-loss advertising can be achieved by the creation of a more holistic, system-wide solution to this important health and policy issue. This networked approach must involve all aspects of harm in a multi-stakeholder solution, including both upstream and downstream integration. Specific recommendations are made for policy-makers, manufacturers, the media, and consumers to achieve this goal.

Social implications – From a marketing perspective, analyzing the issue of deceptive weight-loss advertising using the harm chain allows for the creation of a more holistic, system-wide solution involving stakeholders in all aspects of harm for this important health and policy issue.

Originality/value – This research examines the problem of obesity and weight-loss advertising from the unique perspective of the harm chain framework. The authors make unified recommendations for various stakeholders including industry, media, government and consumers, in order to direct integrated social marketing and consumer-oriented strategies within this industry.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
DOI 10.1108/20426761311297234
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2013, Emerald Group Publishing Limited
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30052098

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.