Economic survey flags health risk of junk food, suggests ban on ultra-processed food ads
India is among the fastest-growing markets for ultra-processed foods, which are widely linked to lifestyle diseases and rising health inequalities
PTC Web Desk: The Economic Survey has raised serious concerns over the rising consumption of ultra-processed foods (UPFs) high in fat, sugar and salt, and has suggested exploring a ban on their advertising from early morning till late night. The survey has also called for strict restrictions on the marketing of milk and beverages meant for infants and young children.
The survey recommends several measures to curb the impact of unhealthy foods, including clear warning labels on high-fat, high-sugar and high-salt (HFSS) products through “front-of-pack nutrition labelling”. It also suggests limiting marketing targeted at children and ensuring that trade agreements do not weaken public health policies.
India is among the fastest-growing markets for ultra-processed foods, which are widely linked to lifestyle diseases and rising health inequalities. Presented in Parliament by Finance Minister Nirmala Sitharaman, the Economic Survey proposes a multi-pronged approach to address the growing consumption of UPFs, commonly known as junk food. These include items such as burgers, noodles, pizza, packaged snacks and soft drinks.
According to the survey, junk food sales in India increased by over 150 per cent between 2009 and 2023. Retail sales of ultra-processed foods rose sharply from about $0.9 billion in 2006 to nearly $38 billion in 2019 — a nearly 40-fold increase. The survey notes that this period also saw obesity levels among both men and women almost double.
The survey underlines that improving diets cannot depend only on changes in individual consumer behaviour. Instead, it calls for coordinated policies across the food system to regulate the production of ultra-processed foods while promoting healthier and more sustainable food choices and responsible marketing practices.
It suggests examining the feasibility of banning UPF advertising across all media platforms between 6 am and 11 pm. Restrictions on marketing milk products and beverages for infants and young children have also been recommended. Countries such as Chile, Norway and the UK have already taken similar steps. In the UK, advertisements for junk food are banned on television and online platforms before 9 pm to help tackle childhood obesity.
The survey also flags other promotional activities, including sponsorship of school and college events by UPF manufacturers, as areas requiring regulatory action. It recommends extending advertising restrictions beyond traditional media to include digital platforms as well.
While existing rules, such as the Advertising Code and the Central Consumer Protection Authority (CCPA) guidelines issued in 2022, prohibit misleading and unhealthy advertisements, the survey points out major gaps. These regulations do not clearly define nutritional limits, allowing companies to continue marketing products using vague claims like “healthy”, “energy-boosting” or “nutritious” without violating specific standards.
The Economic Survey stresses the need to address these policy gaps by introducing clear, nutrition-based benchmarks to ensure that public health goals are not undermined by misleading food marketing.