The UK is set to implement strict new junk food advertising rules that will soon ban ads for popular breakfast staples such as porridge, muesli, and crumpets. This legislation, aimed at combating childhood obesity, targets foods high in sugar, salt, or fat, even those traditionally regarded as "healthy".

"Government Takes Action to Protect Kids' Health through Advertising Ban"

Impact on Online and TV Advertising

Starting from October next year, companies will be prohibited from advertising unhealthy food online or on TV before the 9 pm watershed. This move is a significant expansion of the government's efforts to reduce children's exposure to such foods. It is estimated that 7.2 billion calories per year will be removed from UK children's diets, potentially preventing around 20,000 cases of childhood obesity. 1: The ban is a crucial step in shifting the focus of healthcare from treating sickness to preventing it. By curbing the advertising of junk food, the government hopes to create a healthier environment for children and set them on a path to a lifetime of good health. 2: Secretary of State for Health and Social Care, Wes Streeting, emphasized the importance of this action, stating that obesity robs children of the best possible start in life and imposes a heavy burden on the NHS. The ban on junk food ads across TV and online is the first step towards achieving a major shift in healthcare.

Inclusion of Breakfast Staples and the Debate

The inclusion of everyday breakfast foods like porridge oats has sparked a heated debate. While studies and health authorities endorse unsweetened porridge oats as a healthy breakfast option due to their high fibre content and potential to lower cholesterol, some critics argue that the broader inclusion risks demonizing a food that can be part of a healthy diet. 1: Professor Gunter Kuhnle, an expert in nutrition and food science, branded the proposals as "unhelpful", highlighting that some of these foods, such as porridge, are actually very healthy. Alex Cole-Hamilton, the Scottish Liberal Democrat leader, also expressed concerns, stating that porridge oats are a staple for many in Scotland and that singling them out is an overreach. 2: Nutritionist Tina Lond-Caulk, known as The Nutrition Guru, emphasized the benefits of oats, stating that they are rich in soluble fibre and essential vitamins and minerals. However, dietician Dr Carrie Ruxton warned that the new rules could send the wrong message by conflating all oat-based products with unhealthy processed food.

Other Junk Food Items Covered

In addition to porridge, muesli, and crumpets, other items such as scones, croissants, pains au chocolat, pancakes, waffles, muffins, flapjacks, and mini rolls are also considered junk food under the new advertising ban. 1: Most experts agree that limiting the promotion of sweets, crisps, biscuits, soft drinks, and confectionery is a positive step. However, nutritionists have urged policymakers to be careful not to generalize and demonize all oat-based products. 2: For example, kids' yoghurts and fromage frais, which are rich in calcium and fortified with vitamin D, contain a small amount of sugar. Similarly, some breakfast cereals are excellent sources of fibre and whole grains but need a small amount of sugar and salt to be palatable.