Nutraceutical advertising: Advertising Standards Council of India flags unsupported health claims in 60 advertisements

The Advertising Standards Council of India (ASCI), in its July–September 2026 review, examined 61 nutraceutical advertisements and found 31 in violation of its Code. Another 29 advertisements were modified or withdrawn by advertisers without contesting the complaints, while one case remains under process. The review covered claims relating to weight management, skincare, respiratory health and disease management, including claims that could suggest therapeutic benefits.

The key concern is whether advertisers can substantiate the claims made for their finished products. ASCI identified instances where ingredient-level research was relied upon without adequate product-specific evidence, alongside exaggerated efficacy claims and promises of disease-related benefits. From a compliance perspective, businesses should ensure that claims are supported by reliable evidence relevant to the product itself and do not imply treatment or reversal of medical conditions without appropriate substantiation.