Marketing for Inclusion: Leveraging International Labeling Practices to Support Vulnerable Consumers in EU Policy

Abstract

Vulnerable consumers are individuals whose cognitive or situational limitations condition their ability to function in the marketpsperlace properly. Although the European Union (EU) acknowledges such groups when implementing consumer protection policies, neurodivergent populations remain overlooked. Dyslexia is a neurodivergent condition that affects a significant portion of the population, challenging shopping experiences and decision-making. This study explores how marketing labeling practices, particularly warning-lables, can support informed decisions among dyslexic consumers. Based on successful implementation in Latin America, the study uses eye-tracking and self-reported measures to evaluate the effects of warning-lables on attention, understanding, and decision-making outcomes. The results of the study show warning-labels significantly improve visual attention among dyslexic individuals compared to neurotypicals, supporting their use for capturing consumer initial attention. However, empirical results failed to find improvements in understanding or decision-making outcomes for either group. These results emphasize the need to evaluate front-of-package labels within ecologically valid settings and to reconsider the extent to which these labels improve understanding. The study concludes by highlighting the need for more inclusive marketing strategies and regulatory frameworks, such as the Unfair Commercial Practices Directive, to better address neurodivergent consumers.