Imal Elaichi and Mouth Fresheners: Hidden Health Risks You Should Know

New Delhi: A mouth freshener marketed as elaichi may appear to be a harmless product, especially when advertisements show celebrities enjoying it during celebrations or social occasions. However, health experts say consumers need to look beyond the branding and understand what some products actually contain.

According to Dr Saptarshi Bhattacharya, senior consultant in endocrinology at Indraprastha Apollo Hospital, New Delhi, some coated elaichi mouth fresheners can contain sugar, sweeteners, flavourings and colours.

More importantly, some products sold as elaichi mouth fresheners may also contain areca nut, commonly known as supari, which is carcinogenic.

The concern is therefore not limited to a particular advertisement or celebrity endorsement. Doctors say the larger issue is how repeated exposure to advertising can normalise certain consumption habits, particularly among children and adolescents.

What can be inside an elaichi mouth freshener?

The word "elaichi" can create an impression that the product is simply cardamom-based and therefore harmless.

But mouth fresheners can contain a combination of ingredients.

These may include:

• Sugar

• Artificial or other sweeteners

• Flavouring agents

• Food colours

• Coating materials

• Areca nut in some products

The presence of areca nut is particularly concerning because it carries health risks independently of tobacco.

Consumers should therefore not automatically assume that a product labelled as tobacco-free is completely safe.

Areca nut is a major concern

Areca nut, or supari, is classified as carcinogenic to humans.

Regular chewing of areca nut has been associated with oral submucous fibrosis, a progressive condition affecting tissues inside the mouth.

The condition can cause:

• Burning sensation in the mouth

• Stiffening and scarring of oral tissues

• Reduced movement of the tongue

• Increasing difficulty in opening the mouth

Oral submucous fibrosis is considered a potentially malignant disorder and can progress to oral cancer.

This means that removing tobacco from a product does not necessarily remove all serious health risks if areca nut remains an ingredient.

Tobacco-free does not always mean risk-free

One of the key concerns raised by health experts is the perception that a product without tobacco must automatically be safe.

That assumption can be misleading.

Areca nut itself carries a cancer risk.

Therefore, consumers should pay attention to the actual ingredients of mouth fresheners rather than relying solely on terms such as "tobacco-free" or "tobacco substitute".

Smokeless tobacco products also carry significant health risks, including increased risks of cancers and cardiovascular and other diseases.

The role of advertising

The health concern also extends to the way mouth fresheners and related products are advertised.

A celebrity endorsement can make a product appear familiar, fashionable and socially acceptable.

Advertisements may associate a product with celebrations, friendship, success, sport or entertainment.

Repeated exposure can gradually make the product category appear normal, particularly to younger audiences.

Dr Bhattacharya points out that health effects often accumulate through repeated exposure and repeated behaviour.

A single advertisement may not directly cause a health problem, but constant marketing can influence what people perceive as acceptable or desirable to consume.

Why children and teenagers are particularly vulnerable

Children and adolescents are still developing their ability to recognise persuasive advertising.

They are especially influenced by popularity, celebrities, social approval and attractive imagery.

When a famous actor or sports personality appears to endorse a product, young viewers may associate it with success or popularity.

This can make it more difficult for them to distinguish between entertainment and marketing.

An Indian survey cited in the report found that nearly seven in ten adolescents said advertisements tempted them to eat junk food.

Instagram and YouTube were among the important sources of such exposure.

The survey was observational and therefore cannot prove that advertising directly caused the behaviour.

However, the findings are consistent with broader research suggesting that food marketing can influence children's preferences and consumption choices.

The connection with sugary drinks

The health discussion also extends beyond mouth fresheners to sugar-sweetened beverages.

Some advertisements use apparently harmless products to keep a brand visible in consumers' minds.

This type of marketing can be particularly relevant when the brand is associated with another category of products.

Sugary drinks can add significant amounts of sugar and calories without providing the same feeling of fullness as solid food.

This makes it easier for people to consume additional calories without realising how much they have added to their daily intake.

How sugary drinks affect health

Frequent consumption of sugar-sweetened beverages has been associated with several health problems.

These include:

• Unhealthy weight gain

• Childhood obesity

• Increased risk of type 2 diabetes

• Cardiovascular and metabolic diseases

• Dental caries

The World Health Organization recommends limiting free sugar intake to less than 10% of total daily energy intake for adults and children.

Reducing it further to below 5% can provide additional health benefits.

Why liquid calories can be easy to overlook

One reason sugary beverages can become a problem is the ease with which they are consumed.

A soft drink can be finished within minutes and may not feel like a significant food item.

A child might drink one while watching a film, attending a sporting event, travelling home from school or eating a meal.

If those occasions become routine, the additional sugar and calories can accumulate over time.

For young people, frequent intake can contribute to unhealthy weight gain and increase the long-term risk of obesity-related conditions.

What about sugar-free fizzy drinks?

Switching to non-sugar carbonated drinks can eliminate the sugar and calories found in regular soft drinks.

However, that does not make them completely harmless.

Such beverages can still be acidic.

Frequent consumption of acidic drinks can contribute to tooth-enamel erosion.

Therefore, consumers should consider both sugar content and acidity when assessing their beverage choices.

Advertising can shape behaviour

The central issue highlighted by health experts is behavioural.

Repeated advertising can make certain products familiar.

When those products are repeatedly shown alongside celebrations, sports, friendships or celebrities, consumers may begin associating them with positive experiences.

This can influence purchasing and consumption habits.

The effect may be especially significant for children because their understanding of advertising techniques is still developing.

The importance of reading labels

Consumers can reduce their exposure to potentially harmful ingredients by checking product labels carefully.

For mouth fresheners, attention should particularly be paid to whether the product contains areca nut or supari.

The absence of tobacco should not be treated as proof that a product is harmless.

Similarly, consumers should pay attention to sugar and other ingredients when purchasing coated mouth fresheners or beverages.

Health effects accumulate over time

Doctors emphasise that many lifestyle-related health problems develop gradually.

Repeated exposure to a potentially harmful ingredient can matter more than a single isolated consumption.

The same applies to high-sugar beverages.

Occasional consumption is different from making such products a daily habit.

When consumption becomes routine, the cumulative exposure can increase health risks.

Celebrity endorsements and consumer perception

Celebrity marketing adds another layer to the issue.

A well-known actor or public figure can make a product seem familiar and desirable.

Even when the product itself is not directly shown as harmful, its association with a celebrity can influence consumer perception.

This is particularly important when the advertised product belongs to a category associated with another product that may carry health risks.

The concern is therefore not simply about one advertisement.

It is about how repeated marketing can shape consumer behaviour across an entire product category.

What consumers should remember

An elaichi mouth freshener should not automatically be considered harmless simply because it is marketed as a refreshing or tobacco-free product.

Consumers should:

1. Check the ingredient list carefully.

2. Look for areca nut or supari.

3. Avoid assuming tobacco-free means risk-free.

4. Limit frequent consumption of sugary products.

5. Be cautious about products heavily promoted through celebrity advertising.

6. Pay attention to children's exposure to food and beverage advertising.

The larger health message

The debate around elaichi mouth fresheners reflects a broader issue in public health: the difference between how a product is marketed and what its ingredients can actually do to the body.

A product can be presented as a symbol of celebration or freshness while still containing ingredients that deserve caution.

Areca nut remains the most serious concern in certain mouth fresheners because of its established carcinogenic classification.

At the same time, excessive sugar consumption and frequent intake of sugary beverages can contribute to obesity, diabetes and other metabolic problems.

For consumers, understanding the ingredients and recognising the influence of advertising can help in making more informed choices.