India is facing a significant health crisis, especially among the younger generation, due to the growing consumption of ultra-processed food. With people increasingly consuming diets containing high fat, salt, and sugar, the Economic Survey has pitched a ban on the advertisements of such foods for a specific time duration during the day.
Economic Survey Pushes 6 AM-11 PM Junk Food Ads Ban
The Economic Survey 2025–26, tabled in Parliament on January 29, 2026, by Finance Minister Nirmala Sitharaman, has proposed a ban on the advertisements of Ultra-Processed Foods (UPFs) between 6 AM and 11 PM.
“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.”
The proposal targets the increasing obesity rate in the country and the rise in diabetes, hypertension, and other non-communicable diseases (NCDs).
Why is the Economic Survey Pushing Junk Food Ad Ban?
As mentioned above, the key reason behind this proposal is increasing obesity in India due to the fast-growing market for chips, carbonated drinks, instant noodles, and other UPFs. It is regarded as a public health crisis, as over 3.3 crore children are estimated to be obese in 2020.
The number is anticipated to reach 8.3 crore by 2035. The proposal added that the rate of obesity in children under five has risen to 3.4% in 2019-21 from the 2.1% in 2015-16.
“More troubling still, the prevalence of excess weight among children under five has risen from 2.1 per cent in 2015-16 to 3.4 per cent in 2019-21”
Not only that, the 2019-21 National Family Health Survey (NFHS) reports that 24 per cent of Indian women and 23 per cent of Indian men are overweight or obese. It further added that among women aged 15-49 years, 6.4% are obese, and among men, 4% are overweight.
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Meanwhile, the sale of UPFs in India grew more than 150% between 2009 and 2023. Retail sales surged from $0.9 billion in 2006 to ~$38 billion in 2019, making a 40x rise.
| Metric | 2006/2009 | 2019/2023 | Trend |
| Retail UPF Sales | $0.9 Billion | $38 Billion | 40x Increase |
| Adult Obesity | ~12% | ~24% (Women) | Nearly Doubled |
| Childhood Obesity | 2.1% (2015) | 3.4% (2021) | Rising Sharply |
Key Recommendation from the Economic Survey
Junk Food Ad Ban from 6:00 AM to 11:00 PM
Notably, the Survey’s key recommendation is a comprehensive ban on UPF advertisements on all media platforms, including Television, Print, Digital, and even Social media during the early morning hours (6:00 AM to 11:00 PM).
The reports cite the UK and Chile, which have successfully integrated marketing restrictions into public health law.
“Recently, the UK has banned junk food advertising before 9 pm on TV and online to reduce children’s exposure and curb childhood obesity. Further action on other marketing activities, including school and college sponsorship of events by UPF manufacturers, can be designed.”
Warning Label in Front
Additionally, they suggested putting the warning label on the front with a clear warning rather than hiding the health information on the pack in tiny print. Consumers should be able to clearly know what they are eating.
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Marketing of UPF with cartoons, celebrities, or catchy commercials should be banned to ensure that kids aren’t influenced to buy unhealthy snacks.
Health Before Business
Another suggestion is that the government doesn’t let junk food companies bypass India’s health rules while making trade deals with other countries.
The survey emphasised that people alone cannot be expected to stay healthy since they are surrounded by cheap and addictive junk food. The government would have to step in and create coordinated policies across food systems that regulate UPF production.