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Mint
2 days ago
- Health
- Mint
Two-thirds of Indian adolescents swayed by food ads; higher taxes on sugary, fatty foods may help curb rising obesity
New Delhi: An overwhelming 67.57% of adolescents in India are influenced by ads when making their food choices, a large nationwide survey has found, amid a focus on child obesity as a major lifestyle-related health concern. The survey of 143,000 adolescent respondents was conducted in 2022 as part of the Let's Fix Our Food initiative, a public-private partnership between the Public Health Foundation of India, the Indian Council of Medical Research, National Institute of Nutrition, and UNICEF. The findings are currently undergoing peer review for publication in a scientific journal. Unhealthy food advertising, often using celebrity endorsements and games, heavily influences young people's food choices, contributing to rising obesity and related diseases. The policy brief stated that in India, 90% of ads for children and youth on TV are for High Fat, Sugar, and Salt (HFSS) foods. Studies show such ads increase consumption; for example, children watching cartoon food ads ate 45% more. It said that current Indian advertising rules, especially the 2022 guidelines, are weak, lacking clear definitions for "junk foods" or child-targeted ads. India must strengthen these rules with clear definitions and wider scope to protect everyone, not just children. Countries like Chile and South Korea prove strong, mandatory ad restrictions work. With projections from the World Obesity Atlas 2022 indicating that over 27 million Indian children and adolescents could be affected by obesity by 2030, the survey highlighted that unhealthy eating habits and insufficient physical activity are key drivers of overweight and obesity among young people. The survey found that nearly half (49.46%) of respondents receive most of their nutrition information from schools. However, economic barriers play a significant role, with 30.7% of adolescents citing high prices as an obstacle to healthy foods. While a large majority (72.58%) of adolescents said they do read nutrition information on food products, over half (62.81%) said this information should be simplified. Additionally, around 43.88% of adolescents believe that providing more information about unhealthy food items could deter them from consumption. The outcomes of the LFOF initiative, including a detailed policy brief, were recently discussed at a high-level stakeholder consultation in the presence of Dr V.K. Paul, member, NITI Aayog, and D Rajiv Bahl, director general, ICMR. To combat this growing crisis, the initiative urges the government to tighten regulations on advertisements for unhealthy food products targeting children. Other crucial recommendations include introducing health taxes on high fat, sugar, and salt (HFSS) foods and ensuring clear, simplified nutrition information on food packaging. 'Develop guidelines for clear front-of-pack nutrition information on packaged foods and regulate HFSS food consumption. Introduce health taxes on HFSS foods. Enforce the ban on HFSS foods in and around educational institutions, as per FSSAI guidelines. Implement programs to make healthy foods more affordable and accessible and Avoid partnerships with corporations promoting HFSS foods among adolescents," the policy brief said. Prof. Monika Arora, Vice President, Research and Health Promotion, Public Health Foundation of India (PHFI), stated, 'The recommendations such as the introduction of health taxes on HFSS foods and clearer front-of-pack nutrition labelling are presently under discussion. They have been shared with relevant stakeholders. These discussions are part of a growing national and global movement towards creating healthier food environments for children and adolescents." Addressing HFSS Food Marketing On the taxation front, the document said that health taxes are crucial in India to combat obesity and related diseases driven by unhealthy foods like sugary drinks. It said that the WHO endorses taxation as a cost-effective solution, already adopted by over 70 countries. A modelling study on fiscal policies in India found that a 20% tax on sugar-sweetened beverages (SSBs) could reduce overweight and obesity by 3% and type 2 diabetes by 1.6% with the largest relative effect expected among young rural men. 'Extending similar strategies to unhealthy foods especially those aggressively marketed to children could play a critical role in safeguarding public health," Prof Arora said. Dr Soumya Swaminathan, former WHO Chief Scientist and ICMR Director General, welcomed the crucial findings of the survey, reiterating that the rising trends of obesity and non-communicable diseases (NCDs) in India are directly linked to the significant impact of advertising on adolescents' food choices. This, coupled with poor diet and lack of physical activity, predisposes them to NCDs, making immediate action essential to reverse the trend. She emphasized the need for strict advertising regulations to prevent unsubstantiated claims, especially for products targeting children with appealing characters or gifts, which are often high in fat and sugar. She also called for effective front-of-pack labeling, suggesting a clear A, B (healthy) and C, D (unhealthy) system based on fat, sugar, and salt content, rather than the proposed star labeling by FSSAI. Furthermore, she advocated for health taxes on tobacco, sweets, and high-fat/sugar foods, similar to those in countries like Thailand. While acknowledging that such taxes in India currently contribute to the general treasury, she stressed that ideally, these funds should directly benefit public health schemes and educational campaigns to deter unhealthy consumption. Echoing these concerns, Dr. Suranjeet Chatterjee, Senior Consultant at the Internal Medicine Department, Apollo Hospitals Indraprastha in Delhi, emphasized the critical need for strict regulation of advertisements in India. He highlighted that endorsements by film stars and other prominent figures significantly impact not only children but also adults. Dr Chatterjee stressed that food labeling must clearly indicate the amounts of fat, sugar, salt, and calories. He noted a concerning shift in food consumption patterns, leading to a rise in heart disease, blood pressure, and diabetes at much younger ages. "Earlier, very rarely would patients in the age group of 30-35 years come with problems of heart disease, but now, the percentage has increased in the age group of 25-35 years," he stated, underlining the urgency of addressing these lifestyle-related health issues. 'The findings of the report indicate that 68% of adolescents are influenced by food advertisements, and nearly 31% reported that high food prices prevent them from eating healthy. These insights highlight the urgent need to improve affordability and accessibility of nutritious foods for young people. Addressing childhood obesity must remain a national priority, with stronger policies on food environment, nutrition education, physical activity, and front of pack nutrition labeling and its skill-based literacy, supported by community engagement and cross-sectoral collaboration, said Preetu Mishra, Nutrition Specialist, UNICEF. The findings reinforce the need for system-level policy interventions to reshape the food environment. Among the key recommendations is the introduction of health taxes on HFSS foods (Food high in fat, salt and sugar), which is supported by global and regional evidence showing their impact on reducing consumption of unhealthy foods and incentivizing better industry practices. WHO recommends taxation as one of the most cost-effective tools. An increasing number of countries have taken steps to implement fiscal policies that promote healthy diets, with 115 countries taxing sugar-sweetened beverages nationally as of February 2024. An additional 41 countries have applied national taxation on a variety of unhealthy food categories, Mishra added.
The Hindu
19-05-2025
- Health
- The Hindu
Combating obesity among adolescents
There is an increased focus in public discourse on growing obesity among adolescents. The seventh edition of Poshan Pakhwada, held last month, focused on childhood and adolescent obesity alongside the first 1,000 days of life. The 'Let's Fix Our Food' consortium, a multi-stakeholder initiative spearheaded by the Indian Council of Medical Research-National Institute of Nutrition, the Public Health Foundation of India, UNICEF-India, and others, recently released a set of policy briefs advocating for the need to better the food environments for adolescents. Last month, in a move to improve transparency on food labels, the Supreme Court gave the Central government a strict three-month window to finalise and enforce transparent food labelling regulations. These measures point towards growing concern about the problem. Nutrition paradox Adolescence is a period of rapid growth and transformation that lays the foundation for future health and well-being. Yet, in India, this crucial stage is being compromised not only by the problem of under nutrition but also by an emerging epidemic of obesity and diet-related non-communicable diseases. Ironically, we now live in an era where reaching for a highly processed packaged food item is more convenient than choosing healthier alternatives. Poor nutrition, driven by the aggressive marketing and widespread availability of ultra-processed foods, is pushing our youth towards a lifetime burden of obesity, diabetes, and cardiovascular diseases. This is threatening their well-being and also the nation's long-term productivity and growth. India has, for a while, been facing a nutrition paradox where under nutrition and obesity coexist. While malnutrition persists among children, obesity and diet-related diseases are surging at an alarming rate. As per the World Obesity Atlas 2024, India has one of the steepest annual increases in childhood obesity globally. The Comprehensive National Nutrition Survey indicates that on average, over 5% of adolescents in India and as many as 10-15% in about 10 States are either overweight or obese. For a country with a fifth of its population being adolescents, this is deeply concerning. Adolescents are among the most vulnerable yet least empowered. In an apparently liberal food environment, their food choices appear to be many, but healthier options are not easy to find. Food choices are shaped by schools, social media, peer influence, and aggressive marketing. As highly processed foods, sugary drinks, and high sodium foods become dietary staples, obesity rates among teenagers continue to climb at an alarming pace. Nutrition, however, is not just a health issue — it directly impacts education, mental well-being, and future productivity. Poor nutrition is linked to decreased concentration, lower academic performance, and higher absenteeism, limiting students' potential. In our current food systems frameworks, a shift in power towards children (or those who uphold children's rights) is imminent to achieve healthy and equitable food systems that prioritise children's well-being. Government policies such as making nutrition a 'Jan Andolan (people's movement)', and school health and wellness programmes, will create greater awareness on nutrition. Dealing with the crisis What we essentially need is a two-pronged approach: strong regulatory policies that prioritise adolescent health and active youth engagement. How can policies ensure that healthy foods become accessible, affordable, and most importantly, aspirational in our diverse food environments? Fiscal measures such as a health tax on high fat, salt, and sugar, and subsidies for nutrient-rich foods, have proven to be somewhat effective in discouraging consumption of sugar sweetened beverages in other countries. We must implement front-of-pack nutrition labels to enable informed consumer choices, alongside stricter regulations to curb misleading advertisements targeting children, particularly on digital platforms and in schools. Schools too play a critical role in shaping children's food environments. Nutrition education in schools and communities can empower the youth to make informed food choices, and take up physical activity. However, the problem is not only about a lack of awareness or bad food choices. There is a need to enhance food literacy as an essential life skill that can equip adolescents to differentiate between healthy and unhealthy food, whether they are bought from outside or prepared at home; help them choose diverse diets from what is locally grown; and to be able to read and decipher the information on food labels. We also need inter-ministerial coordination. Nutrition falls under multiple ministries — Women and Child Development, Health, Agriculture, Industry, Consumer Affairs, and Education — and each is working on different aspects. However, without convergence in discourse and action, efforts remain fragmented. Initiatives such as Poshan Abhiyaan provide a framework for collaboration, but a united front from multiple sectors can advocate for stronger regulatory frameworks. It is time to acknowledge that a healthier India demands more than awareness — it requires healthy eating plates, playgrounds, policy action, youth leadership, and a major shift in our food environments. When we prioritise healthy beginnings, we will pave the way for a hopeful future.
