The advocacy group Nutrition Advocacy in Public Interest (NAPi) has raised concerns over what it describes as misleading advertising of ultra-processed food products (UPFs), particularly those high in sugar, fat and salt, calling for stricter regulations and an end to such promotions across media platforms.
In a statement issued on the occasion of World Health Day, NAPi flagged a full front-page advertisement in The Times of India that it alleged was sponsored by Britannia Industries to promote its biscuit range using health-oriented messaging. The advertisement reportedly used phrases such as “good choice,” “100% atta,” “zero maida,” and “goodness of oats and millets,” while omitting potential health risks associated with such products.
The advocacy group said its review of the nutritional content of one such product, the Nutri Choice Digestive High Fibre Biscuit, showed levels of added sugar, total fat and sodium that it described as high according to benchmarks of the World Health Organization and the National Institute of Nutrition dietary guidelines. It further cited scientific evidence suggesting that ultra-processed foods are engineered to encourage overconsumption.
NAPi also criticised the use of celebrity endorsements, pointing to actor Aamir Khan appearing in the campaign. It termed such promotions a “health halo” strategy that could mislead consumers into perceiving processed foods as healthy choices without full disclosure.
The organisation warned that aggressive marketing by large food corporations is contributing to a shift away from traditional Indian diets based on freshly prepared foods such as cereals, pulses, fruits and vegetables. It said such campaigns risk normalising the replacement of home-cooked meals with packaged products.
Referring to global research, including findings published in The Lancet, NAPi noted that India is witnessing rapid growth in the consumption of ultra-processed foods. It added that increasing evidence links such products to obesity, diabetes and cardiovascular diseases, particularly among younger populations. The statement highlighted that a significant proportion of Indian adults are overweight, obese, or at risk of diabetes.
The group also pointed to gaps in India’s regulatory framework, citing analyses by public health researchers that indicate existing laws are insufficient to curb misleading advertising, especially those targeting children. It referred to provisions under the Consumer Protection Act, 2019, stating that restrictions on celebrity endorsements remain ineffective without complementary health regulations.
NAPi recalled a previous controversy involving actor Amitabh Bachchan endorsing biscuits as a substitute for traditional foods, which was later withdrawn following objections. However, it said similar marketing practices continue.
The statement also cited the Government of India’s Economic Survey 2025–26, which acknowledged that ultra-processed foods are displacing traditional diets and suggested exploring time-bound restrictions on their advertising. It further referred to the Ministry of Health and Family Welfare’s National Multi-sectoral Action Plan on non-communicable diseases, which had recommended stricter advertising norms for foods high in fat, sugar and salt.
NAPi has called for immediate amendments to the Advertisement Code and norms of journalistic conduct to prohibit advertising of such products across all media. It also recommended the adoption of a government-led nutrient profiling model with legally binding provisions, arguing that voluntary self-regulation by industry has proven inadequate.
The organisation urged media outlets, including The Times of India, to refrain from publishing such advertisements and called on Aamir Khan to withdraw from endorsing these products, citing ethical responsibility in public health messaging.
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