The UK government is set to implement a ban on junk food advertisements before 9 PM, targeting products deemed “less healthy,” including sugary cereals, pastries, and baked goods like crumpets and porridge. The legislation, effective from October 2025, aims to curb childhood obesity by reducing children’s exposure to foods high in fat, sugar, and salt. Paid online ads for these products will also be restricted.
The ban will apply to items such as fast food, sweetened yogurts, soft drinks, and ready meals, with the government classifying products based on their sugar, fat, and protein content. Healthier versions, like porridge without added sugar and unsweetened yogurt, will not be included.
While TV presenter Thomasina Miers has praised the move as bold, some, including café owner Prasanna Callaghan, criticized the inclusion of traditional foods like crumpets. Parents like Maria McCracken argue that educating children about healthy eating is a better strategy than government-imposed bans.
The government expects the policy to prevent thousands of obesity cases annually and remove 7.2 billion calories from children’s diets. Announced in 2021 by former Prime Minister Boris Johnson, the ban was delayed to 2025 due to the cost-of-living crisis.
