India’s Economic Survey 2025-26 proposes broad curbs on ultra-processed food advertising

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Synopsis

The Economic Survey 2025-26, tabled in Parliament ahead of the Union Budget, has proposed exploring a ban on marketing ultra-processed foods (UPFs) — often high in fat, sugar and salt — from 6 AM to 11 PM across all media as part of a multi-pronged effort to curb rising obesity and related chronic diseases in India. It also recommends front-of-pack nutritional warning labels, restrictions on marketing to children, and tighter controls on infant/toddler milk and beverages. The Survey highlighted India’s rapid growth in UPF consumption and called for coordinated policies across food systems to improve diets and health outcomes.  

Article

The Economic Survey 2025-26, tabled by Finance Minister Nirmala Sitharaman, underscores the sharp rise in consumption of ultra-processed foods (UPFs) in India and the associated health risks, including obesity, diabetes and cardiovascular illnesses. Retail sales of UPFs have expanded dramatically over the past decade, reflecting changing dietary patterns across the country. Here’s the quote

“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.” — Economic Survey 2025-26 

Proposed curbs on advertising and marketing

To address public health concerns, the Survey suggests exploring a ban on advertising UPFs from 6 AM to 11 PM across traditional and digital media platforms — a restriction aimed at reducing exposure, especially among children and adolescents. It also calls for restrictions on marketing to children and limits on promotion of infant and toddler milk products.  

Nutritional labelling and policy coherence

Alongside marketing limits, the report recommends front-of-pack nutritional warning labels for foods high in fat, sugar and salt (HFSS) to help consumers make better-informed choices. The Survey stresses that dietary improvements cannot rely solely on individual behaviour change but require coordinated food-system policies that include production, pricing, marketing, and trade considerations. 

Global context and examples

The Survey draws parallels with international approaches: Chile has implemented integrated laws combining warning labels with advertising restrictions, while countries like Norway and the United Kingdom have capped junk-food ads on TV and online — notably banning HFSS ads before 9 PM to shield children.