International Council for Education, Research and Training

A Comprehensive Analysis of Misleading Food and Beverage Advertisements, with a Special Emphasis on Television Commercials regarding Women’s Health and Wellness


Research Scholar, Centre for Advanced Media Studies, Punjabi University, Patiala



This research paper delves into the dynamic landscape of contemporary advertising, acknowledging its profound impact on daily experiences in the evolving journey of human civilization. Whether individuals are commuting or in the sanctuary of their homes, exposure to advertisements has become an omnipresent aspect of modern life, extending seamlessly into the digital realm through platforms such as YouTube, Facebook, and Twitter. Advertisements have metamorphosed into a formidable force, not only shaping our immediate environment but also exerting a substantial influence on lifestyles and the formation of identities. In light of this, a critical examination of the accuracy of advertisers’ claims becomes imperative, particularly when focusing on the intricate domain of food and beverages. The food and beverage industry, marked by intense competition, witnesses entities ardently promoting and selling their products. In this highly competitive marketplace, companies strive to establish market dominance, often resorting to misleading and faulty advertising practices. Navigating the intricacies of the food and beverage sector necessitates a discerning evaluation of the claims propagated by advertisers. To fulfil the objectives of this research paper, the researcher conducted a comprehensive investigation into the dissemination of false information by these Television Commercials, uncovering their role in deceiving consumers and violating the standards set by the Advertising Standards Council of India’s Code for Food and Beverages. Employing qualitative content analysis, the study specifically concentrates on scrutinizing food and beverage Commercials broadcasted on television. The findings illuminate the adverse impact of such television commercials, with a special focus on the realm of women’s health and wellness. This research contributes to an enhanced understanding of the challenges within the food and beverage industry, emphasizing the need for vigilant scrutiny and regulatory measures to safeguard consumer well-being, particularly in the context of women who bear a disproportionate brunt of these deceptive practices.


Keywords: Advertisement, Advertising Standards Council of India’s Code, Television Commercial, Violation, Women’s health and wellness.


Impact Statement

The study, “A Comprehensive Analysis of Misleading Food and Beverage Advertisements, with a Special Emphasis on Television Commercials Regarding Women’s Health and Wellness,” has significant implications for researchers, society, and the legal framework of advertising law in India. By scrutinizing advertisements that breach the Advertising Standards Council of India’s (ASCI) Code and investigating misleading information in TV commercials related to women’s health and wellness, the study contributes to upholding ethical advertising practices and protecting consumers from deceptive practices. The findings underscore the need for stricter enforcement of ASCI codes and suggest measures such as displaying violation information alongside advertisements and informing viewers about banned or revised commercials. Nonetheless, the study offers valuable insights for regulatory bodies, advertisers, and consumers to foster a more responsible advertising environment and promote accurate health narratives.


About Author

Ms. Ruchika, a distinguished Research Scholar with a Masters in Journalism and Mass Communication, adds a dynamic touch to the media landscape. In her role as a Production Manager at a leading infotainment channel, she ensured flawless project execution, maintaining high production standards. Currently, she serves as a Production Assistant for the Educational Multimedia Research Centre (EMRC), a Media Centre of UGC for Electronic Media, injecting creativity into educational content for the SWAYAM MOOCs project. Additionally, her contributions to the Ministry of Education, GoI’s NME-ICT Sakshat and SWAYAM Prabha DTH Channel-06 Vidhik, underscore her adept management of broadcast content. Ms Ruchika’s profile is a testament to the seamless blend of academic excellence and practical proficiency, highlighting her expertise across diverse facets of the media industry.



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