MISLEADING FOOD ADVERTISEMENTS - UNRAVELLING ITS NEXUS TO CONSUMER BEHAVIOUR AND PUBLIC HEALTH IN INDIA

Abstract

Misleading food advertisements have become a significant concern in India, influencing consumer behaviour and contributing to public health challenges. Many food brands use deceptive marketing tactics, such as exaggerated health claims, misleading imagery, and ambiguous labelling, to attract consumers. This paper explores the intricate relationship between misleading food advertisements, consumer decision-making, and public health outcomes in India. It examines how these advertisements shape consumer perceptions, particularly among vulnerable populations like children and low-income groups, leading to unhealthy dietary choices and increased risks of obesity, diabetes, and other lifestyle diseases. The study also integrates an empirical analysis through a survey on consumer perception of misleading food advertisements in India. The survey assesses consumer awareness, trust in food marketing strategies, and the extent to which deceptive advertisements influence purchasing behaviour.