- By Aditya Pratap Singh
- Thu, 29 Jan 2026 05:56 PM (IST)
- Source:PTI
Economic Survey 2026: In a significant recommendation in a bid to raise concerns on the growing consumption of ultra-processed foods containing high fat, salt, and sugar, as India became one of the fastest growing markets for such items in the world, the Economic Survey has pitched for a ban on their advertisements from morning to late night.
The survey, which is a pre-budget document, was tabled in the Lok Sabha on January 29, recommended a ban on the marketing of milk and beverages to babies and children, citing the rise in obesity among children.
"More troubling still, the prevalence of excess weight among children under five has risen from 2.1 per cent in 2015-16 to 3.4 per cent in 2019-21," it said.
According to estimates, more than 33 million children in India were obese in 2020, and by 2035, this number is expected to approach 83 million.
23 Per Cent Men And 23 Per Cent of Indian Women Are Overweight
The 2019-21 National Family Health Survey found that 24 percent of Indian women and 23 percent of Indian men were overweight or obese.
The survey found that 6.4 percent of women and 4.0 percent of men aged 15-49 were overweight.
The Economic Survey, which recommends measures to address the challenge of ultra-processed foods (UPF), calls for “front-of-pack nutrition labeling” of high-fat, sugar, and salt (HFSS) foods with warnings, restrictions on marketing to children, and trade agreements to ensure that they do not undermine public health policy.
Improving food cannot rely solely on changes in consumer behavior, the survey said, adding that UPF will require coordinated policies across food systems that regulate production, promote healthy and sustainable food, and marketing.
"The option of a marketing ban on UPFs from 0600 hours to 2300 hours for all media, and enforcing restrictions on the marketing of infant and toddler milk and beverages, could be explored," according to the survey.
In addition to traditional media, UPF's marketing regulations are mandatory and have suggested including digital media.
Norway, UK have introduced laws
It cites examples of Norway and the UK, as well as Chile, which has a unified law with advertising regulations for UPFs.
"Recently, the UK has banned junk food advertising before 9 pm on TV and online to reduce children's exposure and curb childhood obesity. Further action on other marketing activities, including school and college sponsorship of events by UPF manufacturers, can be designed," the survey noted.
The survey expressed concern that India is one of the fastest-growing markets for UPF sales, contributing to widening chronic disease and health disparities globally.
It recommended a “multi-pronged approach” to tackling the increasing consumption of UPF, popularly known as junk food, including burgers, noodles, pizza, soft drinks, and said it was contributing to widening chronic disease and health inequalities globally.
UPF sales in India have grown by more than 150 per cent between 2009 and 2023. UPF retail sales in India are expected to grow from US$0.9 billion in 2006 to around US$38 billion in 2019, a 40-fold increase.
(With input from PTI)