Porridge and crumpets branded 'junk food' under new UK ad ban

3 December 2024, 18:22 | Updated: 4 December 2024, 13:36

Ads for porridge to banned under new rules
Ads for porridge to banned under new rules. Picture: Getty

By Henry Moore

Adverts for porridge and crumpets will be banned under new advertising rules for junk food in the UK.

Listen to this article

Loading audio...

The ban, which comes into effect next year, will see Pitta bread, rice cakes, tea and coffee with added sugar as well as breakfast cereal seen as “unhealthy” banned before 9pm in a bid to cut down on child obesity.

Ministers believe it will remove 7.2 billion calories a year from UK children's diets, in turn reducing child obesity cases by 20,000.

Health Secretary Wes Streeting said: "Obesity robs our kids of the best possible start in life, sets them up for a lifetime of health problems, and costs the NHS billions.

Read more: Drink-driver jailed for killing bride on wedding day as husband reveals her heartbreaking final words

The UK government is hoping to reduce childhood obesity.
The UK government is hoping to reduce childhood obesity. Picture: Alamy

"This Government is taking action now to end the targeting of junk food ads at kids, across both TV and online.

"This is the first step to deliver a major shift in the focus of healthcare from sickness to prevention, and towards meeting our Government's ambition to give every child a healthy, happy start to life."

The government laid out the scope of the new measures on Tuesday as it outlined the products set to be banned from daytime TV, including ready meals, pasta, granola, cereals fizzy soft drinks, ice cream and pizza.

Salty snacks like crisps, poppadoms and salted popcorn will also be banned from children’s screens.

However, speaking with Nick Ferrari at Breakfast, Labour MP Heidi Alexander suggested a rethink was in order following a backlash over a number of items - including porridge, on the list.

Pushed by Nick on the suggestion porridge was an odd choice to apply the 'junk food' label too, the MP conceded: "basic porridge oats won’t be banned”.

Watch Again: Nick Ferrari is joined by Transport Secretary Heidi Alexander | 04/12/24

NHS data shows a trend of rising childhood obesity, with almost one in 10 reception-aged children (9.2%) now living with obesity and one in five by the age of five (23.7%) suffering tooth decay because of excess sugar consumption.

David Fothergill, chairman of the Local Government Association's Community Wellbeing Board, said: "We are pleased the Government is to bring in legislation to restrict the advertising of unhealthy foods targeted at children and young people.

"Childhood obesity is one of the biggest public health challenges we face. However, any efforts to tackle the causes of obesity need to be part of a whole systems approach.

"Greater powers for councils to tackle the clustering of takeaways and restricting junk food advertising near schools, alongside extra investment in council-run programmes such as those promoting physical activity and healthy weight can help play an essential part in helping to curb child obesity."

More Latest News

See more More Latest News

Major high street brand may close nine stores across the UK.

Major high street brand announces nine store closures across the UK

Beyonce with her mother, Tina Knowles at the "Mufasa: The Lion King" premiere in Hollywood last year

Beyonce’s mum Tina Knowles, 71, diagnosed with breast cancer after missed screening

Video footage revealed the harrowing moment a diver thrashes in the water off Hadera, north-west Israel.

Swimmer mauled by shark in front of crowd of beachgoers as police search for missing man

Police use synthetic DNA to raid off licences

Police use synthetic DNA to raid off licences selling £150,000 of goods stolen from supermarkets

Exclusive
The youngsters were captured on Dawn's doorbell camera on Saturday (April 12) afternoon, as they walked onto to the property with a flare

Knock and run! Shocking CCTV footage shows children launching smoke grenade at family home

Images of the Pope in an open casket have been released

World leaders confirm plans to attend Pope Francis’ funeral - as pontiff's thoughts on death and afterlife emerge

Ambulances sit at the accident and emergency at the Glasgow Royal hospital on January 5, 2018 in Glasgow, Scotland.

Scottish government under fire for ‘dangerously long waits’ in A&E as some patients spend over 12 hours waiting

Catholic mourner clasps picture of Pope Francis

Pope Francis’ will and cause of death revealed, as mystery benefactor pays for funeral

Adrian Bayford, 54, from Lancashire, was the joint winner of a EuroMillions draw in 2012, with his then-wife Gillian.

£148 million EuroMillions lottery winner 'leaves mansion to move in with his mum'

Rory McIlroy victorious during green jacket ceremony after winning sudden death playoff round to win the Masters tournament

The Open organisers confident of handling 'McIlroy mania' when championship begins in July

Alexa Chung is selling her wardrobe on second-hand marketplace Vinted

Supermodel Alexa Chung selling her wardrobe on Vinted

Fun runners cross Tower Bridge during the 2024 London Marathon in central London on April 21, 2024

London Marathon road closures: Everything you need to know about Sunday's race, as route changes revealed

Polish woman claiming to be Madeleine McCann charged with stalking after Bristol Airport arrest

Woman claiming to be Madeleine McCann pleads not guilty to stalking parents of missing girl

Mr de Menezes, a 27-year-old Brazilian electrician, was mistaken for one of the suspects because they were linked to the same block of flats.

Jean Charles de Menezes' mother says 'everyone should watch' show about police killing son in botched terror shooting

UK firms

UK firms put the brakes on investment plans post tariffs, survey finds

The Vivienne died at home in Chorlton-by-Backford, Cheshire, on January 5 after taking ketamine

The Vivienne hid ketamine relapse struggle from family members ‘to protect them’