Economic Survey 2026 Calls for Ban on Ultra-Processed Food Ads During Prime Hours

The Economic Survey 2026 has recommended banning advertisements of ultra-processed foods (UPFs) between 6 AM and 11 PM to curb rising obesity in India. Childhood obesity is increasing sharply, with projections of 83 million obese children by 2035, while 24% of women and 23% of men are already overweight. The survey calls for nutrition labeling, stricter marketing rules for children, and global best practices to regulate India’s rapidly growing junk food market, which has expanded 40-fold in just over a decade.

Jan 31, 2026 0 49

Economic Survey 2026 Calls for Ban on Ultra-Processed Food Ads During Prime Hours

The Economic Survey 2026 has raised alarm over India’s rising consumption of ultra-processed foods (UPFs) rich in fat, salt, and sugar. To curb their growing influence, the survey recommends banning advertisements for such products across all media platforms between 6 AM and 11 PM.

The pre-budget document, tabled in the Lok Sabha on January 29, also urged restrictions on marketing milk and beverages targeted at infants and children, citing the sharp rise in childhood obesity. The survey highlighted that the proportion of overweight children under five increased from 2.1% in 2015-16 to 3.4% in 2019-21, with projections estimating 83 million obese children in India by 2035.

Data from the National Family Health Survey (2019-21) revealed that 24% of women and 23% of men in India are overweight or obese. The report emphasized that tackling UPF consumption requires coordinated policies across production, labeling, and marketing, not just changes in consumer behavior.

The survey proposed front-of-pack nutrition labeling for high-fat, sugar, and salt (HFSS) foods, stricter marketing regulations for children, and trade agreements aligned with public health goals. It cited global precedents: the UK’s ban on junk food ads before 9 PM, Norway’s restrictions, and Chile’s unified law on UPF advertising.

India’s UPF market has expanded rapidly, with sales growing 150% between 2009 and 2023. Retail sales surged from $0.9 billion in 2006 to $38 billion in 2019, underscoring the urgent need for a multi-pronged approach to address chronic disease risks and health inequalities linked to junk food consumption.