The Economic Survey 2025-26 has recommended a 17-hour ban on advertisements promoting ultra-processed food to curb rising childhood obesity. It also proposed higher taxes, stricter food labelling norms and regulatory measures to reduce consumption and protect public health
Published Date – 4 February 2026, 03:30 PM
Hyderabad: In a move that could have a significant impact on the health of adolescents and the food industry, the recent Economic Survey 2025-26 has recommended a sweeping ban on advertisements promoting ultra-processed food between 6 am and 11 pm.
The 17-hour blackout specifically targets peak viewing hours of children and families and, in the process, also neutralises the ‘pester power’ of children that drives consumption of products high in fat, sugar and salt.
The Economic Survey 2025-26 has also provided a much deeper analysis of the impact of Ultra-Processed Food (UPF) and the looming crisis in the country.
The report framed obesity among adolescents not just as a public health issue, but as an economic threat to India’s demographic dividend.
The rationale for such an advisory is based on the findings highlighted in the Economic Survey 2025-26. Childhood obesity, the Survey warned, would peak and reach 8.3 crore (83 million) by 2035, up from 3.3 crore in 2020.
Ultra-Processed Food retail sales in India have surged from Rs 4,078 crore in 2006 to Rs 2.67 lakh crore in 2019, marking a 40-fold increase. These foods are engineered with emulsifiers and flavourings, specifically designed to override the body’s fullness signals, forcing adolescents and children to consume more, the Survey said.
Apart from banning advertisements for 17 hours, the Economic Survey has also suggested a multi-pronged regulatory approach that includes moving junk food into the highest GST slab of 28 percent and exploring the possibility of levying an additional ‘sin tax’ in the form of surcharges.
The revenue generated from these fiscal measures would be utilised for public health initiatives, such as improving school meals and funding non-communicable disease prevention programmes.
The report has also advised a complete overhaul of the food labelling system and has advocated bold, high-contrast front-of-pack warning labels rather than interpretive ‘star ratings’. The Survey made it clear that star ratings are misleading consumers by creating hype around unhealthy products.
The advisory said that while ‘misleading’ advertisements are technically prohibited, the term lacks a clear, nutrient-based definition.
“This ambiguity has allowed manufacturers to use vague terms like ‘energy’ or ‘nutrition’ to market hyper-palatable, industrially engineered foods that bypass the body’s natural fullness signals,” the Survey said.
Public health officials and nutritionists familiar with the developments have indicated that the thrust is to treat Ultra-Processed Food (UPF) on par with tobacco and alcohol and apply a similar regulatory framework, which could go a long way in arresting heavy consumption of fast food.
Major recommendations in the Economic Survey 2025-26
- Daily 17-hour long ban across all TV/ print/ digital about Ultraprocessed Food (6 am to 11 pm)
- Proposes to move UPFs to 28 percent GST bracket and add surcharge (sin tax)
- Replacement of five-star ratings and inclusion of clear front-of-the-pack warning labels about sugar, salt content etc
- Childhood obesity in India to rise to 8.3 crore in 2035 from 3.3 crore in 2020
- Consumption of UPF increased from Rs 4, 078 crore in 2006 to Rs 2.67 lakh crore in 2019
- Banning sponsorship of school and college events by UPF manufactures
- Stricter enforcement on marketing of infant milk substitutes and toddler beverages