To tackle the growing health risks, the Survey proposes a multi-pronged policy approach rather than relying solely on individual consumer choices.
The Economic Survey has raised serious concerns over the rapid rise in the consumption of ultra-processed foods (UPFs) in India and has suggested exploring a ban on their advertising from early morning until late night. These foods, high in fat, sugar and salt, are widely linked to obesity and lifestyle diseases.
Presented in Parliament by Finance Minister Nirmala Sitharaman, the Survey highlights that India is among the fastest-growing markets for ultra-processed foods, commonly referred to as junk food. These include burgers, pizza, instant noodles, packaged snacks and soft drinks.
According to the Survey, junk food sales in India increased by more than 150 per cent between 2009 and 2023. Retail sales of ultra-processed foods jumped nearly 40 times from about $0.9 billion in 2006 to almost $38 billion in 2019. During the same period, obesity levels among both men and women almost doubled.
To tackle the growing health risks, the Survey proposes a multi-pronged policy approach rather than relying solely on individual consumer choices. It recommends regulating the production and marketing of ultra-processed foods while promoting healthier and more sustainable diets.
One of the key suggestions is to examine the feasibility of banning UPF advertisements across all media platforms between 6 am and 11 pm. The Survey also calls for strict restrictions on the marketing of milk products and beverages meant for infants and young children.
The Survey recommends introducing clear warning labels on high-fat, high-sugar and high-salt (HFSS) products through front-of-pack nutrition labelling. It also suggests limiting food marketing targeted at children and ensuring that trade agreements do not dilute public health policies.
In addition, the Survey flags concerns over promotional activities such as sponsorship of school and college events by UPF manufacturers. It recommends extending advertising restrictions beyond traditional media to include digital platforms.
While existing rules like the Advertising Code and the Central Consumer Protection Authority (CCPA) guidelines issued in 2022 prohibit misleading advertisements, the Survey points out major gaps. It notes that the absence of clear nutritional benchmarks allows companies to use vague claims such as “healthy” or “energy-boosting” without violating regulations.
Citing examples from countries such as Chile, Norway and the UK which have introduced similar restrictions—the Economic Survey stresses the need for stronger, nutrition-based standards to ensure public health goals are not undermined by misleading food marketing.
