Despite India's government wanting to tighten ad rules,promotion of high-fat, sugar, and sodium (HFSS) foods rolls on. This unchecked advertising endangers public health,especially kids and teens,as risks of ultra-processed foods (UPFs) become clearer . Need for tougher ad controls grows urgent.
Look around—social media, TV,print—ads for UPFs like chips,biscuits,sugary drinks are everywhere. Recent YouTube ad for new baked chips boasted flavor and crunch,ignored unhealthy stuff like maltodextrin and additives. These tricks fool consumers,hiding high salt and fat.
Celebrity endorsements make things worse. Famous actress plugs multigrain cereal actually loaded with sugar. Same with actor family pushing "12-grain" breakfast cereal,despite unhealthy facts. Such endorsements give false health vibes,blocking informed choices,especially for young.
Ads boost UPF consumption,linking to rising obesity,diabetes. In 2024,corporations spent $13.2 billion on food ads,showing industry's sway over consumer wants. In India,over 200,000 junk food ads hit airwaves monthly,backed by ₹170 crore ad budget .
Research shows UPFs can trigger overconsumption,like addictions . Health risks often downplayed by industry. San Francisco sued 10 big UPF makers for targeting kids with deceitful ads. Lawsuit aims to stop lies,push for fixes to lessen past ad impacts.
India’s National Multisectoral Action Plan (NMAP) aimed to curb HFSS food ads,progress slow. February 2026,Supreme Court stressed need for front-of-pack labels to protect health. Economic Survey 2025-26 echoed this,MPs pushing for stricter ad rules,taxes on UPFs.
Studies in The Lancet link UPFs to poor diet,higher non-communicable disease risk. Evidence clear: UPF rise aligns with growing obesity in India. Experts urge policymakers to act now,not wait for more proof.
Kids most at risk from UPF marketing,which builds brand loyalty,shapes lifelong eating. Food industry aims to swap traditional cooking with processed options. Experts say nutrition education alone can't fight overwhelming unhealthy food ads.
When harm looms,especially for vulnerable groups,government must protect health. India's 2017 pledge to curb unhealthy food ads largely unmet . Given issue's size,market forces,self-regulation fall short . Stronger laws needed to curb UPF,HFSS food promotion.
If schools are to shield from unhealthy food ads,bigger commercial scene must change too. Economic Survey called for tighter UPF ad rules. Chile,Mexico show legal measures work better than voluntary self-regulation. Ads,especially at kids,need stricter checks... Fundamental health rights at stake.
