Does India need the UK-like clampdown on junk food advertising?
This month, the UK government introduced laws to completely ban advertising of foods high in fat, salt and sugar (HFSS) on digital and social media, as well as on linear television before 9 pm. The ban applies to 13 product categories, including pizza, sugary drinks, chocolates and even some cereals, in an effort to tackle childhood obesity.
Industry estimates indicate that food and beverage advertising in India reached around 10,000 crore in CY24, about one-third of the country’s FMCG ad spends. Major advertisers are Mondelez (ad spends of1,521 crore in FY25, Coca-Cola (1,311 crore in FY25) and PepsiCo India (ad spends of 772 crore in CY24).
Of course, tighter marketing controls need to be backed by stronger population-level food policy to challenge default choices. Experts argue that India, which is projected to have around 27 million overweight children by 2030, could make a start by bringing similar curbs on advertising of HFSS foods to kids as well as their consumption.
Truthful claims
To be sure, there are some advertising frameworks under the Food Safety and Standards Act in the country, along with guidelines laid down by the Advertising Standards Council of India (ASCI) and Central Consumer Protection Authority for responsible and honest advertising. Manisha Kapoor, CEO & secretary general, ASCI, says these include requirements around truthful claims, moderation in consumption, appropriate portion depiction and recognition of the role of parental guidance.
Implementing these is not without challenges. “In India and globally, the issue is less about the absence of regulation and more about ensuring that these principles are applied consistently across emerging platforms such as social media, influencer-led content and OTT services, alongside traditional television. Marketing practices need to evolve in line with consumer expectations and regulatory guidance,” says Kapoor.
Some companies such as Hindustan Unilever (HUL), whose portfolio of brands includes Knorr and Kwality Walls, committed to stop advertising food and beverage brands to children under 16 years of age in January 2023. Kapoor adds that advertisers must take a more constructive approach to marketing, keeping children’s wellbeing at the forefront.
Portion-wise
A well-designed ban may not magically work in India, but brand strategy consultant Karthik Srinivasan says it could raise the cost of bad behaviour and give regulators a lever to act. He adds that advertisers must shift their strategy from child persuasion to adult choice, marketing with transparency and portion clarity.
“Imagine a chocolate or a chips brand that speaks to parents in a practical tone and shows kids or youth eating only two pieces of a chocolate and keeping the rest away, or pouring a few pieces of chips into a bowl and sealing the rest away. The first brand to do this will instantly win tremendous attention in India,” remarks Srinivasan, arguing that a major focus should be on better product labelling to help consumers make informed choices.
Brand strategy and management consultant Sanjeev Shukla concurs, adding that advisories are especially critical in a market like ours, which is socio-culturally more vulnerable with lower literacy rates and lesser awareness of food safety. “Some markets like Australia use the star rating from 0.5 to 5 stars, where more stars indicate a healthier choice. Indian regulators could consider similar food ratings,” he says.
Policy changes like these also require science-led benchmarks for nutrition, enabling simpler classification of foods. For example, experts point out that fast-food combo meals like fries, sodas and burgers should be classified differently from foods like sugary cereals.
A blanket ban on advertising could also have economic repercussions, points out Supriya Chouthoy, associate professor of marketing at BITS Law School. “A ban of this scale would result in substantial financial blows to the media and marketing business, with a loss of ad monies. Further, the food and beverage manufacturers may use their influence to lobby against any new restrictions. There are serious complexities, which mean that these policy changes should be introduced gradually rather than overnight,” she says.