Advertising Standards Council Flags Code Violations in 60 Nutraceutical Ads
The Advertising Standards Council of India has revealed code violations across all 60 concluded investigations in a review examining health and wellness representations in nutraceutical marketing. Published on October 28, the council's review titled "A Pill for Thought", assessing health claims in supplement promotions, observed that product campaigns routinely presented unverified therapeutic benefits and before-and-after imagery.
The suo-motu investigation evaluated 61 promotional campaigns monitored between July and September 2026, with one complaint remaining under active processing. Among the 60 concluded matters, all 60 advertisements breached the ASCI Code, prompting the regulatory council to warn that exaggerated commercial promises blur the boundary between everyday dietary supplements and certified medical treatments.
Under the Consumer Protection Act, 2019, the CCPA can impose penalties up to ₹10 lakh (₹50 lakh for repeat offences), according to LegalConnect.
Contested Objections and Widespread Therapeutic Claims
Advertiser responses highlighted widespread difficulty in defending marketing assertions under technical scrutiny. Out of 61 scrutinized promotional campaigns, 60 breached the ASCI Code upon evaluation, with 29 cases remaining uncontested by brands electing to amend or withdraw marketing materials.
The council noted that nutraceuticals accounted for 52% of food and beverage cases during the 2025-26 period, with nearly all requiring modifications.
The remaining 31 advertisers contested the regulatory objections but failed to provide adequate clinical substantiation for claims made in their advertisements, according to ASCI. Regulators identified widespread violations spanning weight reduction, anti-ageing treatments, skin lightening, UV radiation protection and respiratory recovery. Several scrutinized campaigns claimed to directly address chronic illnesses, including asthma, chronic obstructive pulmonary disease (COPD), high blood pressure, cholesterol imbalance and polycystic ovary syndrome (PCOS).
The ASCI report observed that glutathione advertisements that paired de-tanning claims with visuals of skin turning lighter implied skin lightening beyond tan removal, according to BestMediaInfo.
Misleading Assertions and Extrapolated Scientific Proof
The report highlighted specific promotional statements that created unrealistic expectations for vulnerable consumers. Prominent examples flagged by regulators included promises such as "Lose 6 kgs in 60 days", "Your thigh fat will be gone in 12 weeks" and "300% stronger skin defence against UV damage".
A primary investigative finding centered on the inappropriate extrapolation of scientific evidence. Regulators discovered that manufacturers consistently used ingredient-level laboratory studies to substantiate finished product-level efficacy claims, despite lacking clinical trials demonstrating that the complete formulation delivered the advertised benefits at recommended consumer dosages.
Market Growth Pressures and Regulatory Standards
The regulatory intervention arrives amid substantial commercial expansion across India's dietary wellness sector. Market intelligence from Grand View Research estimated the Indian dietary supplement sector at $38.77 billion in 2025, forecasting an expansion to $1,151.5 billion by 2033 under heightened preventive healthcare consciousness.
ASCI leadership emphasized that category growth must not compromise factual accountability. Manisha Kapoor, CEO and Secretary General of ASCI, stated that when commercial campaigns promise rapid weight loss, reversal of ageing or relief from medical conditions, clinical evidence must rigorously substantiate those representations rather than relying on unverified claims.