Ethical considerations in support of the marketing of public health issues

Objective: Marketing is felt by many to be an unethical way to manage public health behaviors. This paper reviews literature in several fields in order to develop an ethical framework, Method: It considers contextual issues such as the society within which marketing is practiced, education and law as alternative methods of behavior management, the role of the individual in the community, tradeoffs of free choice and externalities, and the rights and responsibilities of the individual. Results: Several major paradigms of political philosophy emerge and require consideration. Conclusion: Social marketing within the context of a contemporary democratic society can be ethical.