India's growing health and wellness market is facing increased scrutiny after the Advertising Standards Council of India (ASCI) found that all 60 nutraceutical advertisements whose reviews were completed in its latest investigation violated its advertising code.
The findings were published on October 28, 2026, in a report titled A Pill for Thought: Review of Health and Wellness Claims in Nutraceutical Advertising. The investigation examined 61 advertisements identified between July and September 2026, with one case still under process when the report was released.
Editorial Insight
Key Highlights
Important points readers should notice.
Issue/Event: ASCI identified unsupported health and wellness claims in 60 completed nutraceutical advertising reviews.
Location: India.
Authority/Organisation: Advertising Standards Council of India (ASCI) and Food Safety and Standards Authority of India (FSSAI).
Action Taken: ASCI published its investigation findings, while FSSAI reinforced mandatory labelling and warning requirements for botanical ingredients.
- Impact: Consumers are being alerted to the importance of checking evidence, product labels and health claims before buying supplements.
Of the 60 completed cases, 29 advertisements were not contested by advertisers. The remaining 31 advertisers challenged ASCI's objections but failed to provide adequate evidence to substantiate the claims made in their advertisements.
The advertisements covered several popular wellness categories, including weight management, skincare, anti-ageing, skin-lightening, UV protection and respiratory health. Some also made claims relating to medical conditions such as asthma, chronic obstructive pulmonary disease (COPD), blood pressure, cholesterol and polycystic ovary syndrome (PCOS).
Among the examples highlighted in the report were promises such as losing six kilograms in 60 days, eliminating thigh fat within 12 weeks and achieving 300 per cent stronger skin protection against ultraviolet damage.
Editorial Analysis
Why This Matters
Health and wellness products are increasingly marketed through digital platforms, social media, celebrity promotions and direct-to-consumer advertising. Strong claims about rapid weight loss, anti-ageing and disease-related benefits can influence purchasing decisions, especially among people looking for convenient solutions. Misleading claims can create unrealistic expectations and encourage consumers to spend money on products without adequate evidence of the advertised benefits. There is also a more serious concern when a supplement is promoted as an alternative to prescribed treatment. People with diabetes, asthma, high blood pressure or other medical conditions may delay appropriate care if they believe a commercial product can reverse their condition. The issue therefore goes beyond advertising standards. It concerns consumer awareness, responsible marketing, product labelling and informed health decisions.
ASCI raised concerns that such specific promises were often supported by dramatic before-and-after visuals without sufficient product-specific evidence. The presentation of these claims could create unrealistic expectations among consumers seeking weight-loss, skincare or other wellness solutions.
One of the report's major findings concerned the difference between research on individual ingredients and evidence about a finished product. An ingredient may have been studied for a particular benefit, but that does not automatically prove that a commercial supplement containing it will deliver the same result.
The report said advertisers frequently relied on ingredient-level research without providing adequate evidence that the complete formulation, at the advertised dose, could produce the promised outcome.
Respiratory health claims were another area of concern. Some advertisements promoted products as capable of cleansing lungs, removing toxins or reversing the effects of pollution and smoking. ASCI questioned the evidence behind these representations, particularly where products appeared to promise therapeutic benefits for people with respiratory conditions.
The investigation also highlighted the use of comparative claims such as faster or more effective without a clearly established benchmark. Such statements can influence purchasing decisions when consumers are unable to verify the comparison being made.
Separately, the Food Safety and Standards Authority of India (FSSAI) issued an advisory on October 15, 2026, reinforcing mandatory labelling requirements and warning statements for plant-based and botanical ingredients used in nutraceuticals and specialised food products.
The advisory directs food businesses to declare the plant parts used and display applicable cautionary statements and warnings. Non-compliance can attract regulatory action under the Food Safety and Standards Act, 2006.
The ASCI findings and FSSAI advisory highlight two connected consumer concerns: whether wellness advertising is adequately supported by evidence and whether product labels provide the information required for informed use.
For consumers, the findings underline the importance of checking product ingredients, permitted claims, dosage instructions and warnings before purchasing supplements. Products marketed as natural or plant-based should not automatically be assumed to be risk-free.
Nutraceuticals may serve nutritional or wellness purposes, but advertising claims should not be mistaken for proof that a product can cure or reverse a medical condition. Consumers should not discontinue prescribed treatment or substitute supplements for medical care based on promotional promises.
