Weight-loss promises, anti-ageing claims under ASCI scanner in nutraceutical ads

The Advertising Standards Council of India (ASCI) has cracked down on misleading health and wellness claims in the nutraceutical sector, finding 60 reviewed advertisements in violation of its code. 

The regulatory sweep comes as India’s nutraceuticals market, valued at USD 38.77 billion in 2025, is projected to swell to USD 1,151.5 billion by 2033, growing at a CAGR of 7.7%.

Between July and September 2026, ASCI undertook a suo-motu investigation into 61 nutraceutical advertisements as part of its 'A Pill for Thought' report. 

Of the 60 advertisements where processing was completed, 100% were found to require modifications or were in violation of the ASCI Code. Advertisers modified or withdrew 29 advertisements without contest. The 31 advertisers who contested the complaints failed to provide adequate substantiation for their claims, while one case remains under process.

The investigation highlighted significant overlaps between dietary supplements and prescription therapies, with products making assertions about chronic weight management, diabetes, and conditions such as asthma, blood pressure, cholesterol, and polycystic ovary syndrome (PCOS). 

Notable violations included time-bound weight loss guarantees like "Lose 6 kgs in 60 days" and "Your thigh fat will be gone in 12 weeks," alongside skincare claims such as "300% stronger skin defence against UV damage". 

ASCI also flagged the use of exaggerated before-and-after visuals, such as blackened smokers' lungs transforming to pink, which can create unrealistic consumer expectations and blur the line between general wellness support and medical treatment.

A recurring regulatory issue identified by the council was the industry's reliance on ingredient-level research to justify claims made for whole products. Without robust clinical evidence for the finished formulation, these claims fall short of ASCI's substantiation requirements. 

The report noted three distinct patterns of violation across the sector: claims lacking adequate clinical proof, superiority claims—using terms like "faster" or "more effective"—without clear comparative benchmarks, and promises made ahead of actual evidence.

“Consumers turn to nutraceuticals in good faith, often seeking solutions for concerns that directly affect their health and wellbeing," stated Manisha Kapoor, CEO and Secretary General of ASCI.

 "When advertising promises rapid weight loss, reversal of aging or relief from specific health conditions, the evidence must be strong enough to support those claims. Research on an individual ingredient cannot automatically be used to substantiate the efficacy of a finished product. As the category grows, it is important that the strength of advertising claims matches the evidence available, so consumers can make informed decisions, and trust is not compromised by promises that go beyond proof."