Opinion: Curbing Misleading Food Advertising for Public Health

In a world bombarded by advertisements, it’s easy to overlook their influence on our health choices, particularly when it comes to food. Recently, a report titled ’50 Shades of Food Advertising’ by Nutrition Advocacy in Public Interest (NAPi) has shed light on the deceptive tactics employed by advertisements promoting unhealthy food products. These advertisements, often glorifying high salt or ultra-processed foods (HFSS/UPF), are not just enticing but also potentially harmful, contributing to rising rates of obesity and diabetes in India.

The findings of the report are alarming but not surprising. Conducted through an observational study of 50 advertisements across popular English and Hindi newspapers in Delhi, as well as glimpses from TV commercials during cricket matches and social media platforms, the report highlights how these ads manipulate consumers. They exploit emotional triggers, misuse endorsements from experts, falsely appropriate the health benefits of real fruits, and even leverage celebrity endorsements to lend credibility to their products.

Such misleading tactics misinform consumers about the nutritional value and health implications of these products. They often portray HFSS and UPFs as healthier choices, obscuring their actual content and potential health risks. This practice not only undermines public health but also violates existing regulations intended to protect consumers from deceptive advertising practices.

The implications of these misleading advertisements are profound, especially in a country like India grappling with dual nutritional challenges: persistent undernutrition among children and a growing epidemic of obesity and diabetes among adults. According to recent dietary guidelines by the ICMR-National Institute of Nutrition, over 10% of adolescents are pre-diabetic—a troubling statistic that underscores the urgency for regulatory intervention.

Despite the presence of regulatory frameworks like the Food Safety and Standards Act of 2006, the Cable TV Networks Regulation Act of 1994, the Consumer Protection Act of 2019, and journalistic conduct norms, gaps exist in effectively curbing misleading food advertisements. These gaps allow advertisers to exploit loopholes, continuing to promote unhealthy food choices with impunity.

Arun Gupta, a pediatrician and NAPi convenor, rightly advocates for stricter measures to address this issue. He proposes that every advertisement for HFSS and UPF products should prominently display nutritional information per 100 grams or milliliters. This transparency is crucial for empowering consumers to make informed choices and for holding advertisers accountable for the health claims they make.

Moreover, NAPi’s recommendation to halt advertisements altogether for HFSS and UPF products aligns with global best practices aimed at safeguarding public health. This proactive approach would not only mitigate the adverse health impacts associated with these products but also reduce the economic burden on individuals and the healthcare system as a whole.

The call for a public health ‘Bill’ to address these concerns in Parliament is timely and necessary. Such legislation would provide a comprehensive framework to regulate and monitor food advertisements rigorously. It would ensure that advertisements align with public health objectives, promoting nutritious food choices while discouraging the consumption of unhealthy alternatives.

NAPi’s objective criteria for identifying misleading food advertising offers a practical tool for regulatory bodies like the Food Safety and Standards Authority of India (FSSAI). By swiftly identifying and halting deceptive advertisements, regulatory authorities can protect public health effectively, preventing further escalation of diet-related diseases.

Nupur Bidla, a social scientist and member of NAPi, aptly notes that delays in banning misleading advertisements only serve the interests of corporations at the expense of public health. This highlights the urgency for prompt regulatory action to enforce existing laws and enact new measures where necessary.

In conclusion, addressing misleading food advertising is not merely a regulatory challenge but a public health imperative. It requires concerted efforts from government bodies, health advocates, and civil society to ensure that consumers are shielded from deceptive marketing practices. By prioritizing transparency, accountability, and consumer education, India can pave the way towards healthier food environments and improved public health outcomes for all.

As consumers, we must remain vigilant and demand greater transparency in food advertising. Our choices today will shape the health of future generations and determine the trajectory of our nation’s public health landscape. Together, we can empower ourselves and safeguard our health from the pitfalls of misleading food advertisements.