UPFs: The New Cigarettes? Call for Regulation

Ultra-processed foods (UPFs) exhibit characteristics similar to cigarettes, necessitating stricter regulation, according to a report by researchers from Harvard, the University of Michigan, and Duke University. Published on February 3, 2026, in the Milbank Quarterly, the paper draws parallels between UPFs and tobacco, highlighting how both are engineered to foster addiction and consumption.

These industrially manufactured products, including soft drinks and packaged snacks, are designed to exploit the body's reward pathways. Researchers point to marketing tactics, such as 'low fat' claims, as a form of 'health washing' that hinders regulatory action, similar to historical tobacco advertising. Experts emphasize that UPFs meet benchmarks for addictive substances, driving compulsive use and contributing to clear health harms.

The study suggests that lessons from tobacco regulation, including litigation and marketing restrictions, could guide efforts to reduce UPF-related harm. This approach advocates for shifting accountability from individuals to the food industry. However, some experts caution that the pharmacological addictiveness of UPFs versus learned preferences needs further distinction, influencing the most effective regulatory responses.