Advertisement of food products for children: a tale of legality, ethics and indifference.

Recently an advertisement of “Pediasure” by Abbott Nutrition created lot of controversy and debate in academic circles as many experts felt that the claims made in it were not supported by authentic scientific data, and it was violating the Infant Milk Substitutes (IMS) Act. Previously, similar objections were raised against advertisement of another food product, “Complan”. These controversies were further fuelled by a recent report in lay media about a child committing suicide as he perceived not to be gaining height even after regularly consuming a popular nutritional product which advertises dramatic increase in height. On analysis of the ongoing discussions, at least three core issues have emerged: legal, ethical, and enforcement.