Marketing restrictions, warning labels, and the highest tax slab with surcharges — these are some of the measures suggested by the Economic Survey for addressing the challenge of increasing consumption of ultra-processed foods (UPF). This is the second year in a row that the survey has taken note of the health impact of ultra-processed foods. There has been a 40-fold increase in the sales of ultra-processed foods in India, increasing from $9 billion in 2006 to nearly $38 billion in 2019. What are ultra-processed foods (UPF)? Unless we tackle advertising, the warning labels will not have much impact.