How acceptable is social marketing for more healthful eating? Selected findings from an expert interview study

The social marketing approach – that is to say applying marketing concepts and methods for social purposes – is not yet customary in promoting a balanced diet. Key success factors for communicating health-related information were identified in a case study exploring successful commercial food marketing. In a subsequent Delphi expert survey, it was discussed which resources and skills are needed to successfully implement these factors in public campaigns. Most experts advocated their use, but suggested a number of conditions for their responsible use. They dis- cussed public authorities’ strengths and weaknesses regarding resources and skills and outlined how public authorities can acquire or improve the competences needed.