ASCI’s ‘A Pill for Thought’ report flags gaps in evidence backing nutraceutical advertising claims
The Advertising Standards Council of India (ASCI) has released its report, ‘A Pill for Thought: Review of Health and Wellness Claims in Nutraceutical Advertising’. The report is based on the suo-motu investigation of nutraceutical ads between July and September 2026. It highlights recurring concerns around the substantiation of health and wellness claims, including time-bound results and representations that may lead consumers to be misled about the benefits of nutraceutical products. Valued at USD 38.77 billion in 2025, India’s nutraceuticals market is projected to reach USD 1,151.5 billion by 2033, driven by rising health consciousness and demand for preventive healthcare, according to Grand View Research. As the category grows across functional foods, beverages and dietary supplements, advertising plays a growing role in shaping consumer perceptions of product efficacy. Of the 61 advertisements evaluated, one case is currently under process. All 60 ads where process...