NCDs- The Perennial Pandemic

India, with its 1.4 billion population, has become the epicenter of another perennial pandemic: non-communicable diseases (NCDs). These diseases, once associated with aging, now trap everyone from children to the elderly. In just a decade, NCD rates among children (5-17 years) have doubled. According to ICMR study (conducted in 2021), a staggering 101 million Indians were found to be diabetic, 315 million hypertensive, and 254 million obese. These alarming figures point to a public health crisis demanding immediate attention.

One key culprit behind this pandemic is the skyrocketing consumption of junk food, commonly known as "High in Fat, Salt and Sugar (HFSS)" foods. Compared to the 90s and early 2000s, the availability of junk food has exploded. McDonalds, with its first restaurant opened in 1996, now boasts over 480 outlets, and quick-service restaurants (QSRs) are projected to grow at a staggering 20.47% CAGR. This omnipresence, from physical outlets to targeted social media ads, makes it easier than ever to access unhealthy meals at any time of day, contributing to the "younger" NCD demographics. Longevity as a health indicator no longer holds true; instead, measuring "Health-Adjusted Life Expectancy (HALE)" should be prioritized to reflect the true state of public health.

The food industry employs ruthless marketing tactics to sell harmful food. Influencer marketing, on social media platforms, heavily impacts children's food choices. A University of Connecticut study found that 65% of 400 videos by popular child influencers contained food-related advertising, with candy accounting for 47% in 2020. These ads often portray junk food as a key to happiness, shaping harmful perceptions in impressionable minds. Further, body positivity campaigns targeting young adults can distort the message, portraying self-love as indulging in unhealthy foods. Moreover, parents often contribute to the problem by using junk food as a reward. Junk food's impact extends beyond physical health, affecting mental and emotional well-being. Studies link high consumption to cognitive decline, poor sleep quality, and increased anxiety and depression. Also, sugar-laden smoothies and fruit-flavored sodas disguised as health elixirs are flooding the market. This "healthy halo" should call for labelling them as "Junk Drink" label.

Calls for regulating the food industry are growing louder. Colombia's new Junk Food Law imposes a progressively increasing tax on these foods, reaching 20% by 2025. Similarly, India's FSSAI banned junk food in school canteens in 2020. Implementing a "sin tax" on junk food, as proposed by some, could discourage overconsumption but this should not be the only solution. India stands at a crucial juncture. By acknowledging the NCD pandemic, addressing the role of junk food, and adopting stricter regulations, we can chart a healthier course for generations to come. The time to act is now.

To shield our children, empower families, and build a healthier future, we need a multi-pronged policy work on junk food:

a) First, transparency is key. Let's clearly define fast food (Harmful Foods & Drinks - HFD) – not just burgers and fries, but sugary drinks, processed snacks, and anything high in saturated fat, sodium emphasizing the gravity it warrants.

b) Then, impose bold, age-appropriate warning labels on these items. Imagine: "High in Sugar: May Increase Risk of Childhood Obesity and Diabetes.” These warnings should be pictorial like on cigarettes. Simple, clear, and impactful for kids over six to grasp.

c) Next, equip our youngest generation with the tools to make informed choices. Make cooking an essential school subject, teaching children not just recipes, but nutrition basics and the joy of creating healthy meals. This empowers them to resist the siren song of fast food and embrace home-cooked goodness.

d) Aware parents how they are endangering their children’s lives by providing them substitutes which is equally harmful and junk as famous junk food options are.

e) The digital world needs attention too. Hold social media influencers accountable. We love their trendy hauls, but let's incentivize them to promote healthy choices. Require clear warnings on sponsored junk food posts, and slap hefty fines for non-compliance. This sends a powerful message: health matters, and deceptive marketing won't fly.

f) There should be Healthcare Advertising Council which should look into how big corporates have looted citizens billions of dollars by unethical marketing strategies and lack of regulation.

g) Let's reward restaurants that offer healthier alternatives. Tax cuts can be their sweet reward for expanding their menus with balanced meals, fresh fruits, and whole grains. This nudge towards healthier options makes the delicious choice the healthier choice.

h) Introduce a progressive tax on food items exceeding recommended levels of sugar, salt, and fats. The higher the content, the greater the tax imposed. This approach aims to raise awareness among consumers that they are paying additional costs due to the implementation of a sin tax on the unhealthy food choices they are consuming.

i) Finally, let's not forget our schools. Swap out those sugary snacks in canteens for colourful fruit platters. Make healthy the default, the norm, the cool option. These seemingly small changes have ripple effects, shaping young palates and fostering a culture of mindful eating.

Long life and fast food do not go together.

Let's transform healthcare and take charge!

Dr. Rajendra Pratap Gupta
Founder
Health Parliament