They found that interim results on industry-led food reformulation did not meet the countries’ targets. Information asymmetries exist between food industry and policy makers: the latter are not privy to marketing intelligence and must instead rely on data that are voluntarily donated by food industry actors, which represent a distorted snippet of the marketing intelligence system from whence they came. Because these data indeed bear all the hallmarks of a gift, regulatory and public health authorities operate within a gift economy. The implications of this “data-gift economy” are strategic delay and the need to set goals when the field is not visible. Ultimately, this could diminish the implementation of public health nutrition policies that run counter to the commercial interests of ultraprocessed-food producers.