The Advertising Standards Council of India (ASCI) has found violations of its advertising code in all 60 completed cases examined in a review of nutraceutical advertisements, highlighting gaps in scientific evidence supporting claims related to weight loss, anti-ageing, skin health and respiratory conditions.
The findings are part of ASCI’s report, A Pill for Thought: Review of Health and Wellness Claims in Nutraceutical Advertising, based on a suo motu investigation of advertisements between July and September 2026. One of the 61 advertisements evaluated remains under process.
Of the 60 cases completed, 29 advertisements were not contested by the advertisers. The remaining 31 advertisers challenged the objections but failed to provide adequate evidence to substantiate their claims, according to ASCI.
The findings raise concerns about the scientific basis of health and wellness claims in India’s expanding nutraceutical market, where advertisements increasingly influence consumer perceptions of the effectiveness of dietary supplements and other wellness products.
Ingredient-level evidence does not prove product efficacy
A key concern identified in the review was the use of research on individual ingredients to support claims about finished products without sufficient evidence that the complete formulation could deliver the advertised benefits.
ASCI also flagged exaggerated promises of rapid and visible results, often supported by before-and-after images without robust, product-specific substantiation.
Examples included claims 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”.
The review identified recurring violations involving weight management, anti-ageing, skin lightening, ultraviolet protection and respiratory health. Advertisements making claims related to asthma, chronic obstructive pulmonary disease (COPD), blood pressure, cholesterol and polycystic ovary syndrome (PCOS) also came under scrutiny.
According to ASCI, such claims risk creating unrealistic consumer expectations and blurring the distinction between general wellness support and medical treatment.
Comparative claims also face scrutiny
The report identified three recurring patterns across the advertisements reviewed: inadequate proof for advertised benefits, superiority claims without clear benchmarks and promises that exceeded the available evidence.
Advertisers often failed to provide adequate clinical evidence or independent test reports demonstrating that their finished products could deliver the claimed outcomes.
Terms such as “faster” and “more effective” were also used to suggest superior performance without clearly establishing the basis for comparison.
In several cases, advertisers chose to withdraw or modify advertisements rather than provide evidence supporting their claims when challenged by ASCI.
Growing market raises stakes for responsible advertising
India’s nutraceutical market was valued at $38.77 billion in 2025 and is projected to reach $1,151.5 billion by 2033, according to Grand View Research, as cited in the report. Rising health awareness and demand for preventive healthcare are driving growth across functional foods, beverages and dietary supplements.
The scale of the projected expansion underlines the importance of credible advertising and scientific substantiation as companies compete for consumers seeking health and wellness solutions.
“Research on an individual ingredient cannot automatically be used to substantiate the efficacy of a finished product,” said ASCI CEO and Secretary General Manisha Kapoor.
She said consumers often turn to nutraceuticals seeking solutions for concerns affecting their health and wellbeing, making strong evidence essential when advertisements promise rapid weight loss, reversal of ageing or relief from specific health conditions.
ASCI reiterated that advertising claims must be backed by credible evidence and that the overall impression created by words, visuals and promised outcomes should not mislead consumers.
For nutraceutical companies, the findings underline the need to align marketing claims with scientific evidence, particularly when advertisements suggest measurable health benefits or outcomes associated with medical conditions.