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Fragmented oversight, limited monitoring, and reliance on self-regulation further complicate enforcement. Digital campaigns, influencer content, rapid video formats, regional languages, and creative packaging often blur compliance lines. Even when violations are identified, takedown timelines and appeals dilute impact, encouraging repeat offenses. (Image Source: Unsplash)
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Storyboard•01-02-2026, 11:40

Budget 2026: Junk Food Ad Ban Back in Spotlight Amid Rising UPF Consumption

  • •As Budget 2026 approaches, the debate around banning junk food advertising, especially between 6 a.m. and 11 p.m., has intensified to curb childhood obesity and UPF consumption.
  • •Experts like Siddharth Chandrashekhar and Alay Razvi highlight that while ad restrictions are crucial, they must be complemented by front-of-pack labeling, school-zone sales restrictions, nutrition education, and higher taxes on ultra-processed foods for real public health gains.
  • •India's ultra-processed food (UPF) market surged from USD 900 million in 2006 to USD 37.9 billion in 2019, growing over 33% annually, prompting calls for higher taxes on UPFs and reduced GST on healthier alternatives.
  • •Misleading marketing by brands like Mondelez India (Bournvita), HUL (Kissan jams), and Britannia (Milk Bikis), often with celebrity endorsements, has been flagged for exaggerated health claims, leading to regulatory actions and increased scrutiny.
  • •Fragmented regulatory oversight, inconsistent fiscal measures, and challenges in enforcing ad bans, particularly in the digital space, necessitate a single nodal enforcement taskforce and clear legal definitions for HFSS and ultra-processed foods.

Why It Matters: Budget 2026 brings junk food ad ban to forefront, but comprehensive measures are needed to tackle UPF crisis.

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