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This paper aims to reflect ethically on content marketing actions carried out by companies in the food sector during the pandemic of the new coronavirus (Covid-19). Therefore, a bibliographic search is conducted in order to situate content marketing in the context of changes in the media and advertising scene; and to present concepts of this communication strategy, which focuses to give relevant and useful content to consumers, differentiating itself from traditional advertising. Furthermore, an exploratory research is carried out to bring up examples of actions. In the current period of crisis, an emphasis on emotional appeal and more use of content marketing are perceived, which overshadows the commercial feature, thus constituting an ethical trouble and requiring investment in specific regulations.

Marketing de conteúdo e setor alimentício: apropriações do mercado em tempos de pandemia do novo coronavírus