The Advertising Standards Council of India (ASCI) has flagged widespread gaps in the evidence supporting health and wellness claims in nutraceutical advertisements, raising concerns over misleading promises related to weight loss, anti-ageing, skin health, respiratory conditions and other health issues. Its latest report highlights the need for stronger, product-specific evidence to ensure that advertising claims accurately reflect the benefits consumers can expect.

According to an ASCI press release, the report, titled ‘A Pill for Thought: Review of Health and Wellness Claims in Nutraceutical Advertising’, is based on a suo-motu investigation of advertisements published between July and September 2026. Of the 61 advertisements evaluated, one case remains under process. All 60 cases in which the review has been completed were found to violate the ASCI Code. Of these, 29 advertisements were not contested, while the 31 advertisers who challenged the objections failed to provide adequate substantiation for their claims.

The findings come amid the expansion of India’s nutraceuticals market, which includes functional foods, beverages and dietary supplements. Citing Grand View Research, ASCI noted that the market was valued at USD 38.77 billion in 2025 and is projected to reach USD 1,151.5 billion by 2033. With rising health consciousness and demand for preventive healthcare, advertisements are playing an increasingly important role in shaping consumer perceptions of product effectiveness.

The report identified violations involving claims related to weight management, anti-ageing, skin lightening, ultraviolet (UV) protection and respiratory health. It also flagged advertisements suggesting that nutraceutical products could address conditions such as asthma, chronic obstructive pulmonary disease (COPD), high blood pressure, cholesterol and PCOS. According to ASCI, exaggerated outcomes and misleading visuals can create unrealistic expectations and blur the distinction between general wellness support and medical treatment.

Some of the claims highlighted in the report included promises such as “Lose 6 kgs in 60 days”, “Your thigh fat will be gone in 12 weeks” and “300 percent stronger skin defence against UV damage”. Such statements can influence consumer decisions, particularly when the advertised benefits are not supported by sufficient evidence.

A key concern identified by ASCI was the use of ingredient-level research to substantiate claims about an entire product. Evidence relating to an individual ingredient does not automatically establish that the finished formulation can deliver the same benefits. The report found that advertisers often lacked robust clinical evidence or independent test reports demonstrating that their products could achieve the advertised results.

The review also highlighted the use of superiority claims without clear benchmarks. Terms such as “faster” and “more effective” suggested that certain products performed better than alternatives, but the basis for comparison was not always clearly established or substantiated. In other cases, advertisements promised benefits without adequate proof, with advertisers choosing to withdraw or modify their campaigns rather than provide supporting evidence when challenged by ASCI.

Visual representations were another area of concern. Before-and-after comparisons and images suggesting rapid, visible improvements were used to reinforce product claims, even when robust, product-specific evidence was lacking. ASCI emphasised that both the wording and the overall visual impression of an advertisement must be supported by credible evidence.

Manisha Kapoor, CEO and Secretary General of ASCI, said consumers often turn to nutraceuticals in good faith to find solutions for concerns affecting their health and wellbeing. She stressed that claims promising rapid weight loss, reversal of ageing or relief from specific health conditions must be backed by strong evidence.

Kapoor also emphasised that research on an individual ingredient cannot automatically be used to establish the efficacy of a finished product. As the category continues to grow, she said, the strength of advertising claims must match the available evidence so that consumers can make informed decisions and trust is not undermined by promises that go beyond proof.

Through the report, ASCI has reiterated the importance of responsible health and wellness advertising, calling for claims to be backed by credible evidence and for advertisements to avoid misleading consumers through exaggerated language, visuals or promised outcomes. It said robust substantiation is not merely a compliance requirement but is also essential to consumer protection and sustaining trust in the nutraceutical sector.

Established in 1985, ASCI is a self-regulatory body that seeks to ensure advertisements are legal, decent, honest and truthful, and are not hazardous or harmful while maintaining fairness in competition. It reviews complaints across media, including print, television, radio, outdoor advertising, digital platforms, websites, product packaging and promotional materials. The organisation has also worked with government bodies, including the Department of Consumer Affairs, the Food Safety and Standards Authority of India, the Ministry of AYUSH and the Ministry of Information and Broadcasting.