Mumbai: The Advertising Standards Council of India (ASCI) has flagged recurring concerns around the substantiation of health and wellness claims in nutraceutical advertisements.
In its report, ‘A Pill for Thought: Review of Health and Wellness Claims in Nutraceutical Advertising’ based on the suo-motu investigation of nutraceutical ads between July and September 2026, the council said ads may lead consumers to be misled about the benefits of nutraceutical products, particularly those that highlight time-bound results and representations.
The Council evaluated 61 ads, out of which 60 were found to be in violation of the ASCI Code. One ad is still under review, ASCI said.
Of the 60 ads flagged, 31 advertisers contested the objections but failed to provide adequate substantiation for claims made in their advertisements.
ASCI said key violations related included claims around weight management, anti-ageing, skin lightening, UV protection and respiratory health.
The report also flagged advertisements claiming to address conditions such as asthma, COPD, blood pressure, cholesterol and PCOS, highlighting how exaggerated outcomes and misleading visuals can create unrealistic expectations and blur the distinction between general wellness support and medical treatment.
Examples of such claims include “Lose 6 kgs in 60 days”, “Your thigh fat will be gone in 12 weeks” and “300% stronger skin defence against UV damage”.
As per the report, ingredient-level evidence was used to substantiate product-level claims, without robust evidence that the finished formulation delivered the advertised results. It also found that visuals often amplified claims of rapid, visible results, using before-after comparisons, without robust, product-specific substantiation.
Manisha Kapoor, CEO and Secretary General, ASCI, said: “Consumers turn to nutraceuticals in good faith, often seeking solutions for concerns that directly affect their health and wellbeing. 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.”
