ECONOMIC RISK OF CHILDHOOD OBESITY

Abstract

Nowadays in markets where generally oversupply is dominant, companies’ marketing activity gets a salient role, so as consumer protection to compensate overdrove profit interest. Actuality of our research is justified by a trend characteristic for the present: childhood and juvenile obesity as a problem, health and healthy nutrition as an expectation in connection with communication. Marketing uses its wide, subtle toolkit, among others sales promotion tools (brand licensing, using celebrities, free gifts etc.) The real problem is that foods containing high level of salt, sugar and fat are promoted to young people contributing to childhood obesity. Childhood and juvenile obesity as a social phenomenon is not just a negative effect on someone’s health stable, but also a serious and versatile national economic level problem.