The Food Safety & Standards Authority of India (FSSAI) issued a warning Friday to McDonald’s and other fast-food restaurants regarding their advertising.

Calling it “a matter of grave concern,” the FSSAI specifically pointed to a full-page advertisement taken about by McDonald’s in newspapers which said “Stuck with Ghiya-Tori Again? Make the 1+1 Combo you love.”

The Central licensing authority and FSSAI’s designated officer at New Delhi and Mumbai have issued “show cause” notices to McDonald’s for their actions, to which McDonald’s must respond regarding their actions. Further enforcement action may be taken against McDonald’s under the provisions of the Food Safety and Standards (Advertising and Claims) Regulations (2018).

The underlying concern is that the advertisement is painting home-cooked and more balanced and healthier meals as boring, and pushing people to choose fast-food options.

The Ghiya-Tori combo delivers potassium to keep the blood pressure down and fatigue away, boosts digestion, promotes weight loss, delays skin ageing & greying of hair & keeps the liver happy…

The exact opposite of what #JunkFood does to us. Make the right choice to #EatRight. pic.twitter.com/8NGasLAHGL — FSSAI (@fssaiindia) November 24, 2019

Commenting on this issue, FSSAI CEO Pawan Agarwal said that restaurants and other food companies “must desist from issuing advertisements/publicity materials which are in violation of Food Safety & Standards Act, 2006 and rules/regulations made thereunder.” He further added that his organization is committed to ensuring the availability of healthier and more wholesome foods to all citizens of India.

Obesity in India has been described as a “crisis,” with China and India leading the rise of childhood obesity globally. Studies suggest that the current data shows India will have more obese children than the United States by 2030, second only to China.

Of course, the Indian population is much larger than the United States, but that is of little comfort to health organizations and government authorities.

The FSSAI recently launched an “Eat Right India” campaign and website to help battle obesity and other food-related health issues. The campaign aims to empower “citizens to make the right food choices,” and encourage businesses to “reformulate their products, provide better nutritional information to consumers and make investments in healthy food as responsible food businesses.”