Why India must regulate the marketing of ultra-processed foods

The increasing prevalence of non-communicable diseases (NCDs) correlated with the rising consumption of packaged foods in the country.

(Sanghnomics is a weekly column that tracks down and demystifies the economic world view of Rashtriya Swayamsevak Sangh (RSS) and organisations inspired by its ideology.)

Swadeshi Jagaran Manch (SJM), an ideological mentee of the Rashtriya Swayamsevak Sangh (RSS), has successfully culminated a campaign that led the Food Safety and Standards Authority of India (FSSAI) to propose changes in nutritional information labeling on packaged food items. The new proposal suggests that total salt, sugar, and saturated fat should be displayed in bold letters with a larger font size.

Initially, FSSAI had decided to adopt a model of Front of Pack Labeling (FOPL) for food items and proposed the 'Health Star Rating' (HSR) system. Since then, this issue has been under public scrutiny and debate, initiated by SJM.

A key point of this debate was that the Health Star Rating might not effectively convey the harmful contents of packaged food. Critics argued that the ‘stars’ could be misleading, suggesting that food items are healthy when they may actually be highly detrimental.

It appears that FSSAI was under pressure from the ultra-processed food industry, which influenced its decision to adopt HSR. Under the HSR system, each food item was to be rated from half to five stars. However, opponents of HSR argued that this approach compromised consumer interests by giving undue advantage to food processing conglomerates.

SJM contended that the food processing industry used excessive amounts of sugar, salt (sodium), and saturated fats to entice customers, especially children, leading to addiction to these products. They pointed out that the increasing prevalence of non-communicable diseases (NCDs) such as diabetes, high blood pressure, and liver and kidney diseases correlated with the rising consumption of packaged foods in the country.

To address this, SJM launched an online petition that garnered more than 27,000 signatures. The petition urged the Minister of Health and Family Welfare and FSSAI to abandon the idea of the Health Star Rating on FOPL and instead make it mandatory to include warnings about salt, sugar, and saturated fats to curb the incidence of NCDs in the country.

According to the petition, scientific evidence supports the effectiveness of warning labels in reducing the consumption of unhealthy foods. Many countries have implemented mandatory warning labels, including Chile, Peru, Israel, Mexico, and Uruguay, with others like Brazil, Colombia, Argentina, and Venezuela set to follow suit.

An evaluation of  laws on  Food Labelling showed that front-of-package warning labels played an important role in reduction in the consumption of ultra processed foods. According to scientific studies,  the HSR is not an effective way to warn the consumers and curb the consumption of ultra processed foods.

UPFs: A Looming Danger

According to a concept note submitted to the Scientific Committee of FSSAI by the Breastfeeding Promotion Network of India (BPNI) and Nutrition Advocacy in Public Interest – India (NAPi), India is facing a rapidly escalating public health crisis of non-communicable diseases (NCDs), with millions suffering from diabetes, cancer, and cardiovascular diseases. The Comprehensive National Nutrition Survey (2016-2018) revealed that more than half of children and adolescents (ages 5-19) had biomarkers indicating a significant NCD risk burden. The rising consumption of ultra-processed foods (UPFs), which are intrinsically unhealthy, is a central cause of the growing burden of obesity and associated NCDs.

According to Euromonitor data, the sale of UPFs in India increased from 2 kg per capita in 2005 to 6 kg in 2019, and is expected to grow to 8 kg by 2024. Similarly, beverage sales have risen from less than 2 liters in 2005 to about 8 liters in 2019, with an expected increase to 10 liters by 2024. Robust evidence indicates the increasing consumption of UPFs with overeating, obesity, type 2 diabetes, cancers, cardiovascular diseases, and all-cause mortality. Apart from the detrimental nutrients of concern, namely, high fats, sugar, high sugar and high salt (HFSS foods), robust evidence indicates that food processing itself is detrimental to human health.

Celebrities Endorsing UPFs

According to a BPNI and NAPi study, the power of food marketing through celebrity endorsements, incentives/tie-in gifts, and especially targeting children and adolescents significantly drives the increasing consumption of UPFs. The World Health Assembly in 2010 adopted a resolution recommending restrictions on the marketing of unhealthy foods and beverages to children. Despite this global public health effort, recent WHO systematic reviews confirm that marketing unhealthy foods remains pervasive and persuasive, strengthening the rationale for action to restrict food marketing to children.

The study points out that in 2016, the Pan American Health Organisation( PAHO), WHO’s regional office for Latin America, noting high incidence of obesity and increasing UPF consumption, proposed a Nutrient Profile Model to be used for labelling and restricting marketing in order to discourage the consumption of UPFs. Many countries including Brazil, Chile, Canada, France, Israel, Mexico, Peru, UK and Uruguay have initiated actions in this direction.

The study recommends that India also responds rapidly, given the exponential increase in UPF consumption. Laws and regulations play a critical role in addressing such pressing public health issues.

The next step after putting mandatory warning on these products should be to restrict their marketing by bringing in the next round of regulatory framework.

Earlier Sanghnomics columns can be read here.