Ultra-processed Food Labeling: fostering consumer vulnerability in emerging markets
(A2025-126478)

AUTHORS

Marcos Silva, Faculdade Instituto de Administração; ANDRES RODRIGUEZ VELOSO, University of Sao Paulo; Marcelo Silva, University of São Paulo

ABSTRACT

This study explores the marketing strategies used in ultra-processed food labeling in emerging markets, focusing on their role in fostering consumer vulnerability. With diets increasingly dominated by ultra-processed foods (UPFs), particularly in Brazil, these products are associated with high energy density, low nutritional value, and the prevalence of dietrelated chronic diseases. Despite regulatory measures, such as front-of-package warning labels, companies exploit gaps by positioning sugar levels near regulatory thresholds, using health claims, and leveraging child-focused branding to mislead consumers. The analysis highlights how these practices target vulnerable populations, exploiting lower nutritional literacy and weaker regulatory enforcement. By examining the interplay between labeling practices, marketing strategies, and consumer perceptions, this study underscores the need for stricter enforcement, public education, and tailored policy interventions to combat the deceptive promotion of UPFs and foster healthier food environments in emerging markets. Key Words: food labeling, consumer vulnerability, ultra-processed foods (UPFs)