The UK government has announced a new ban on advertising for food and drinks deemed “less healthy”, in an effort to combat rising rates of childhood obesity. The ban, which was initially proposed by former Prime Minister Boris Johnson in 2021, will go into effect in October 2025 and will apply to TV ads before 9 p.m. and paid online advertising.
According to the new regulations, a wide range of products including sugary breakfast cereals, sweetened yoghurts, crumpets, scones, and certain types of porridge will be restricted from advertising. The criteria for determining which foods are considered “less healthy” will be based on a scoring system that evaluates sugar, fat, and protein content. Products without added sugar, salt, or fat, such as plain porridge oats or unsweetened yoghurt, will not be affected by the ban.
Health Secretary Wes Streeting has described the policy as a crucial step towards shifting the focus of healthcare from treatment to prevention. It is estimated that the ban will prevent thousands of obesity cases annually and reduce UK children’s calorie intake by 7.2 billion calories.
The urgency of addressing childhood obesity is highlighted by data from the National Health Service (NHS), which shows that 9.2% of children in reception classes are obese and over 23% experience tooth decay by age five due to high sugar consumption.
While the ban has received support from many health experts and officials, some have raised concerns about its scope and effectiveness. Former Conservative MP Paul Bristow expressed worry over the inclusion of everyday staples like porridge and crumpets, stating that the government should trust individuals to make their own decisions.
Business owners have also voiced their opposition to the ban, with Prasanna Callaghan, who runs Crumpets café near Buckingham Palace, calling the policy “bonkers” and arguing that categorizing crumpets as junk food could harm small businesses.
On the other hand, proponents of the ban, including cook and restaurateur Thomasina Miers, have welcomed the move as necessary but believe further steps should be taken. Miers pointed to the economic burden of diet-related diseases, citing research that estimates these conditions cost the UK £268 billion annually.
The legislation has also sparked debate among parents, with some, like Maria McCracken from Kent, emphasizing the importance of teaching children healthy eating habits at home. Others, however, question whether banning advertisements will effectively change behavior.
The government maintains that there is evidence to support a link between food advertising and increased calorie consumption in children. As the ban’s implementation approaches, it is expected to significantly reshape the advertising landscape and reignite discussions about public health and personal responsibility.