In this article the author argues that not only is the marketplace an ineffective arena for health development, it is currently generating decision-making paths that obscure more effective perspectives and directions to promote Americans' health. To illustrate this premise, available evidence is presented that suggests that the use of “health promotion” by the proprietary sector, as well as the commercialization of health promotion, is creating decision-making processes that are not accountable to those whom they affect. This emerging infrastructure is characterized by organizations, programs, delivery channels, and evaluative criteria that do not give people's health priority over organizational interests. These developments require critical examination and work on alternatives if the promotion of health is to result in more health than hype.
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