Economic Survey Advocates Ban on Ultra-Processed Food Marketing in India
New Delhi, Jan 29 (PTI) – The Economic Survey has expressed alarm regarding the escalating consumption of ultra-processed foods (UPF), which are laden with excessive fats and sugars.
It proposes investigating a prohibition on their advertisements between the hours of 6 AM and 11 PM to mitigate the surge in obesity and related health complications.
Additionally, the Survey recommends imposing strict regulations on the promotion of infant and toddler milk products, as well as sugary beverages.
A critical suggestion includes the implementation of “front-of-pack nutrition labeling” for high-fat, sugar, and salt (HFSS) foods, accompanied by warnings that limit marketing directed at children. Furthermore, it urges that trade agreements should not compromise public health initiatives.
India currently stands as one of the world’s fastest-growing markets for UPF, which contributes to chronic illnesses and exacerbates health disparities globally.
The Economic Survey, presented in Parliament by Finance Minister Nirmala Sitharaman on Thursday, outlined a “multi-pronged approach” for addressing the rising intake of UPF—commonly referred to as junk food—which consists of items such as burgers, noodles, pizzas, and soft drinks.
The increase in consumption has reached an alarming rate, contributing significantly to global health crises.
From 2009 to 2023, the market for UPFs in India expanded by over 150%. Retail sales escalated from USD 0.9 billion in 2006 to an astonishing USD 38 billion in 2019, representing a remarkable 40-fold increase. The Survey noted, “It is during this period that obesity rates among both men and women have nearly doubled.”
However, the enhancement of dietary habits cannot rely solely on individual behavioral modification. A concerted policy effort is essential to regulate UPF production, advocate for healthier and more sustainable dietary options, and oversee marketing strategies.
The Survey explicitly states, “The feasibility of implementing a marketing ban on UPFs from 0600 hours to 2300 hours across all media platforms should be examined.” It also calls for stringent marketing limitations on infant and toddler beverages.
Chile serves as a noteworthy example of a nation with integrated legislative measures in this domain. Additionally, countries such as Norway and the UK have also instituted advertisement restrictions.
Recently, the UK has prohibited junk food advertisements prior to 9 PM on television and online platforms in a bid to lessen children’s exposure and mitigate childhood obesity.
There is a need for further measures to regulate other marketing practices, including sponsorship of events by UPF manufacturers in educational institutions.
In addition to conventional media, the Survey advocates that UPF marketing constraints be mandatory in digital formats as well.
Although Rule 7 of the Advertisement Code forbids misleading, unverified, or unhealthy advertisements, it lacks a definitive classification of “misleading” based on measurable or nutrient-specific criteria, resulting in subjective and inconsistent interpretation.
Similarly, the Central Consumer Protection Authority (CCPA) Guidelines for the Prevention of Misleading Advertisements (2022) stipulate that advertisements should not exaggerate health benefits or exploit vulnerable populations, particularly children.
Yet, they fail to establish clear nutrient thresholds or a framework for identifying misleading claims in food marketing.
This regulatory lack opens the door for companies promoting UPFs to make ambiguous claims about “health,” “energy,” or “nutrition” without breaching any explicit standards, thus revealing a significant policy gap that necessitates reform.
Source link: Money.rediff.com.
