Are ultraprocessed foods the new cigarettes? Harvard study warns of addiction risks

A new study has drawn striking parallels between ultraprocessed foods and cigarettes. Researchers from Harvard, the University of Michigan, and Duke University argue that both are engineered to maximise addiction. Their findings suggest these foods trigger the brain's reward system in ways similar to tobacco, raising concerns about long-term health risks.

The study, published in February 2026, calls for stricter regulations—including taxes, advertising bans, and clearer labelling. Yet current global rules on ultraprocessed foods remain weak, with few binding measures in place.

Ultraprocessed foods (UPFs) like chips, sugary drinks, and ready meals are designed to be irresistible. Manufacturers enhance taste, texture, and appearance to make them more appealing. These products also digest quickly, releasing substances that create new cravings—much like nicotine in cigarettes.

Marketing plays a key role in their appeal. Strategies often bypass regulations, targeting consumers with persuasive campaigns. The study highlights how UPFs stimulate the brain's reward system, reinforcing addiction through rapid delivery of reinforcing substances. Over time, this can lead to serious health issues, including obesity, diabetes, and heart disease.

Global responses to these risks vary. The EU has proposed taxes on high-fat, high-salt, and high-sugar UPFs, but debates continue over definitions and effectiveness. In the US, non-binding 2026 dietary guidelines advise reducing UPF intake, favouring whole foods like vegetables and fruits. Germany's Wissenschaftsrat supports sugar taxes and stricter controls, aligning UPFs with alcohol and tobacco regulations. Meanwhile, developing countries lack strong policies, leaving health systems vulnerable to rising diet-related illnesses.

Experts now urge governments to treat UPFs like cigarettes—hedonic products optimised for overconsumption. They recommend measures such as advertising restrictions, especially for children, and reduced availability in schools and hospitals.

The study's findings link UPFs to addiction and chronic diseases, pushing for tobacco-style regulations. While some regions explore taxes and labelling, most controls remain voluntary or under debate. Without stronger global action, the health impacts of ultraprocessed foods could worsen, particularly in countries with limited safeguards.