India should explore the option of a marketing ban on ultra-processed foods (UPFs) from morning till midnight (6 am to 11 pm) on all media channels, and enforce restrictions on the marketing of infant and toddler milk and beverages to fight the rising burden of obesity and non-communicable diseases (NCDs) like cardiovascular diseases and diabetes, Economic Survey 2025-26 proposed Thursday.

Noting that NCDs account for more than 57% of all deaths in the country, the survey said improving diets cannot depend solely on consumer behaviour change but requires coordinated policies across food systems that regulate UPF production, promote healthier and more sustainable diets and marketing.

It wanted the government to explore the possibility of introducing the highest slab of GST and a surcharge on UPFs that exceed thresholds for sugar, salt, or fat. “The revenue generated could be earmarked for public health initiatives, including nutrition education, school meal improvements, and NCD prevention programmes”, the survey said.

Marketing strategies for UPFs often include explicit encouragements for overconsumption, with phrasing such as ‘I bet you can't eat just one’, the survey pointed out. “Such strategies lead to the displacement of whole foods and degrade the quality of the diet. Adolescents exposed to unhealthy food and beverage advertising showed a high desire and intention to consume the advertised foods," it said.

The survey cited Chile as an example of a country with integrated laws to discourage the consumption of UPFs. “Advertisement restrictions are also done in other countries, such as Norway and the U.K. Recently, the U.K. 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”, the survey stated.

The survey proposed that the Food Safety and Standards Authority of India (FSSAI) bring UPFs under regulation with a clear definition and standards, including stricter labelling requirements. “UPF may be defined in addition to high-fat, sugar, and salt (HFSS) by integrating it into the existing frameworks, rather than replacing them. Enhanced monitoring of branded products to ensure compliance would help build consumer confidence. It is also crucial to raise awareness about the adverse effects of consuming UPFs through targeted campaigns aimed at schools and colleges," it said.