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The UK government’s new advertising regulations targeting junk food have drawn criticism for categorizing certain everyday foods as unhealthy while exempting others widely perceived as indulgent. The forthcoming rules, aimed at curbing childhood obesity, have raised questions about the formula used to evaluate the healthfulness of various products.
Under the proposed measures, advertising for foods deemed unhealthy will be banned online and restricted on television before 9 p.m., starting in October next year. Foods such as McDonald’s fries are classified as healthy, while items like porridge, muesli, and organic yogurt fail to meet the threshold. Critics argue that these inconsistencies could undermine public confidence in healthy eating guidelines.
The government’s system employs a nutrient profiling model developed over a decade ago. It calculates a score by weighing a food’s unhealthy components—calories, saturated fat, sugar, and salt—against its healthy attributes, including protein and fiber content. Foods scoring three or below are deemed healthy, while those above four are categorized as junk food.
This methodology has yielded puzzling results. McDonald’s fries, with a low calorie count and moderate fiber, achieve a healthy score of one. Meanwhile, a strawberry organic yogurt from Yeo Valley scores five, placing it in the unhealthy category. Similarly, a bean and sweet potato wrap packed with vegetables earns a four, also classifying it as junk food.
Health Secretary Wes Streeting defended the measures, emphasizing their potential to reduce childhood obesity rates and long-term health costs for the NHS. “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,” he said.
However, nutrition experts warn that the system’s inconsistencies risk misleading consumers. Registered nutritionist Rob Hobson highlighted the potential for confusion, particularly when nutritious staples like plain porridge or muesli are maligned. “Plain porridge with milk is not junk food,” Hobson said. “It’s a great source of fiber and protein, especially with the addition of fruit.”
The regulations target 13 food and drink categories, including soft drinks, savory snacks, breakfast cereals, and ready meals. Exemptions exist for some items, such as unsweetened fruit juices and certain baked goods. Yet critics point to loopholes, noting that sugary ice cream sauces and salty pastry products like sausage rolls remain unrestricted.
Experts fear the rules could lead to unintended consequences. Dr. Max Pemberton, a psychiatrist and founder of a weight loss firm, warned that labeling healthy foods as junk might erode trust in dietary advice. “If people think they’re being told muesli is suddenly unhealthy, it’ll make them give up and think, ‘Oh well, if it’s all bad for me, I may as well eat a Mars bar,’” he said.
As the October 2025 implementation date approaches, the debate underscores the challenge of balancing public health initiatives with clear and accurate nutritional messaging.