Over 30 Indian doctors and public health experts have called for a ban on advertising products high in sugar, salt, and fat — including influencer integrations, celebrity endorsements, and promotional offers such as "buy one get one free." The government is considering introducing restrictions on showing such advertisements between 6:00 AM and 11:00 PM, as well as requiring warning labels on the front of packaging. The reason is an obesity epidemic: 30% of women and 27% of men aged 15–49 are overweight.
Why governments are restricting marketing of food products
India is following the example of the UK, where restrictions on online advertising of products high in fat, sugar, and salt came into force in October 2025, and Chile, where warning label marking has been in place since 2016. The logic of regulators is consistent: healthcare system spending on treating diabetes, cardiovascular disease, and other consequences of poor nutrition is growing faster than tax revenue from the food industry.
Indian experts are calling for a clear definition of ultra-processed products and a ban on multiple promotion formats simultaneously: advertising featuring celebrities and cartoon characters, marketing through influencers, price promotions, and sponsorship of sports or school events by unhealthy food brands. This comprehensive approach differs from targeted measures — for example, restrictions only on television advertising during children's viewing time.
A ban on integrations with influencers and celebrities means that food product brands will lose their main channel for reaching young audiences, who no longer watch traditional TV.
What exactly will be banned: details of proposals
Doctors and scientists have proposed five specific measures. The first is to provide an official definition of products high in sugar, salt, and fat (the HFSS category — high in fat, sugar and salt) and ultra-processed products. Without clear criteria, it's impossible to enforce the bans: brands can always argue that their product doesn't fall under the restrictions.
The second measure is a ban on advertising featuring celebrities and cartoon characters aimed at children. The third directly concerns influencer marketing: it proposes banning promotion through opinion leaders, as well as offers like "buy one get one free" and other price incentives. The fourth is to stop sponsorship of sports and educational events by companies producing unhealthy food. The fifth is a time-based restriction: no HFSS product advertising between 6:00 AM and 11:00 PM, meaning 17 hours per day.
In addition to advertising restrictions, packaging changes are planned: warning labels should be placed on the front of the package rather than hidden in small print on the back of the ingredients list. Chile's experience showed that such labeling reduces sugary drink consumption by 25% over three years.
Consequences for blogger advertising and media buying
If the ban on marketing involving influencers makes it into the final version of the law, manufacturers of snacks, candy, soft drinks, and fast food will lose the ability to place integrations with opinion leaders. This will affect not only major brands but also local players for whom reaching audiences through bloggers is often cheaper than traditional media advertising.
A ban on showing ads between 6:00 AM and 11:00 PM effectively leaves a six-hour window at night — a time of minimal audience activity and the lowest conversion rates. Brands investing budgets in media buying on digital platforms will face the need to restructure their media plans: either concentrate shows during nighttime with predictably low returns, or completely change their product line and positioning.
Restrictions on celebrity involvement will hurt ambassador contracts. In India, movie and cricket stars traditionally advertise drinks and snacks — such deals bring brands up to 40% increase in recognition. Losing this tool will force companies to seek alternative ways to stand out on the shelf.
Russian context: what to expect for domestic brands
Russia currently has no similar legislative initiatives, but the trend toward restricting advertising of health-impacting products is evident. Since 2023, strict requirements for ad labeling have been in place, including mandatory "Advertisement" marking and advertiser information. Any influencer integrations must comply with these standards, otherwise both the brand and the influencer risk facing fines.
If international practice continues to develop toward bans, Russian regulators may follow India and the UK's example. Food producers should prepare their strategy in advance: develop product lines with improved formulations, test native advertising formats not tied to direct product mentions, and diversify promotion channels.
For agencies and influencer marketing specialists, this is a signal to review their client portfolio. If the share of FMCG food brands is large, it makes sense to develop expertise in other categories — cosmetics, electronics, services — where regulatory pressure is lower.
Checklist for a food brand marketer
- Assess your risks. Check if your products meet HFSS criteria (high in fat, sugar, salt). If yes, calculate what share of your budget goes to influencer integrations and ambassador contracts.
- Diversify your channels. Don't put all advertising eggs in the influencer marketing basket. Test contextual advertising, programmatic, retailer partnerships — formats that are less likely to face legislative restrictions.
- Develop a "healthy" product line. Launch or expand your assortment of products with reduced sugar, salt, and fat content. These products will be able to be advertised without restrictions if legislation tightens.
- Prepare your packaging. Even if the requirement for warning labels on the front of packaging isn't yet in effect in Russia, adapt your design in advance: it's easier than urgently reworking batches after the law passes.
- Monitor legislation. Subscribe to updates from relevant agencies and industry associations. The sooner you learn about upcoming restrictions, the more time you'll have to restructure your strategy.
How to measure effectiveness under restrictions
If ads can only be shown at night or influencers can't be used, classic metrics — reach, frequency, CPM — lose their relevance. The focus shifts to conversion: how many people who saw the ad during permitted hours took the target action.
Use UTM tags and unique promo codes for each placement to understand exactly which channel brings sales. Compare customer acquisition cost (CAC) before and after restrictions are introduced: if it increases several times over, it may be more profitable to invest in product or packaging development than to continue fighting for audience in a narrow time window.
Test formats that don't fall under the bans: educational content about the category as a whole (without direct brand mention), podcast and media sponsorships, content marketing through your own channels. Measure not just direct sales but also changes in brand perception — NPS, brand awareness, sentiment on social media.
Frequently asked questions
Will restrictions on unhealthy food advertising affect Russian brands?
There is currently no direct legislative ban on advertising products high in sugar, salt, and fat in Russia. However, requirements for labeling any advertising, including influencer integrations, are in place: mandatory "Advertisement" marking and advertiser information are required. If international practice becomes stricter, Russian regulators may follow India and the UK's example — brands should prepare their strategy in advance.
Will it be possible to advertise food products through influencers if a ban is adopted?
If India adopts the proposed measures, marketing of HFSS products through influencers will be completely banned. This covers integrations, ambassador contracts, and any form of promotion involving opinion leaders. Brands will only be able to advertise products that don't meet the criteria for high fat, sugar, and salt content.
How can you prepare for possible restrictions on food product advertising?
Assess what share of your portfolio falls under HFSS criteria, diversify your advertising channels (not just influencer marketing), develop product lines with improved formulations, and adapt your packaging to meet potential warning label requirements. Monitor legislative initiatives so you have time to restructure your strategy before restrictions take effect.
In Brief
- Indian doctors and experts are calling for a ban on advertising products high in sugar, salt, and fat — including influencer integrations, celebrity endorsements, and promotional campaigns.
- A proposed restriction would prohibit such advertising between 6:00 AM and 11:00 PM (17 hours daily) and require warning labels on product packaging front panels.
- The driving force is an obesity epidemic: 30% of women and 27% of men aged 15–49 in India are overweight.
- If restrictions on influencer marketing are enacted, food brands will lose their primary channel for reaching younger audiences who don't watch traditional TV.
- Russia doesn't yet have similar regulations, but the global trend toward restrictions is growing — manufacturers should prepare their strategy in advance: develop "healthier" product lines, diversify promotional channels, and adapt packaging.
- Track not only reach, but also conversion rates, customer acquisition cost, and brand perception shifts — under restrictive conditions, these metrics matter more than traditional media buying benchmarks.
If your food brand partners with content creators and is planning influencer campaigns, ETC will help you develop an influencer marketing strategy that accounts for regulatory risks and ad labeling requirements in Russia and internationally.
