The UK Government has taken a bold step to address childhood obesity and poor dietary habits by banning the advertisement of certain foods deemed “unhealthy.” Starting in 2025, these foods will no longer appear on TV before the 9 p.m. watershed, aiming to curb their influence on children. The ban follows alarming statistics showing that nearly 10% of reception-aged children are obese, and almost a quarter suffer from tooth decay due to excessive sugar consumption.
From sugary drinks to popular breakfast staples, this ban encompasses a wide array of items that might surprise you. Here’s the full list of the 13 food categories included in the ban.
1. Soft Drinks: Say Goodbye to Sugary Sips
Soft drinks, including fruit-based beverages, fizzy drinks, and even milkshakes, are no longer allowed in pre-watershed advertising. These drinks are notorious for their high sugar content, with a single can of cola containing up to nine sugar cubes—more than the recommended daily intake for adults.
While alcoholic beverages are excluded from the ban, other sugary and powdered drink mixes, like protein shakes, are included.
2. Morning Foods: Croissants and Crumpets Off the Menu
Beloved breakfast staples such as croissants, pain au chocolat, crumpets, and even hot cross buns have made the list. Surprisingly, this ban extends to gluten-free and dairy-free alternatives. The government’s criteria focus on sugar and fat content, leaving even seemingly harmless items like fruit loaves and pancakes off-limits.
3. Cereals: Granola and Porridge Under Fire
Cereal lovers, brace yourselves. Popular choices like granola, muesli, and even porridge oats have failed the government’s “health” criteria. Despite being marketed as wholesome breakfast options, many cereals contain added sugars that contribute to excessive calorie intake.
4. Ice Cream: A Summer Favorite Frozen Out
Ice cream and its non-dairy alternatives are now considered off-limits for advertising. Whether it’s a classic vanilla cone or plant-based gelato, these treats have been deemed too high in sugar to qualify for promotion before kids’ bedtime.
5. Cakes: No More Spongey Temptations
Cakes, donuts, and éclairs are officially off the airwaves. However, there is an unexpected twist—icing and cake decorations are exempt from the ban. So, while the cake itself is restricted, the sugary toppings are still fair game.
6. Confectionery: Sweets and Treats Face the Axe
From traditional sweets to high-protein snack bars, the confectionery aisle has been hit hard. Popcorn, nut bars, and even healthier-seeming options like seed bars are included in the ban. These snacks are often calorie-dense and high in sugar, making them a prime target.
7. Biscuits and Bars: A Crunchy Cutback
Biscuit lovers may feel the sting of this ban. Chocolate-coated bars, shortbread, and even rice or corn cakes fall under the restricted category. This move highlights the broad reach of the government’s definition of “junk food.”
8. Savory Snacks: Crisps and More Get the Crunch
All types of savory snacks, from crisps to tortilla chips and rice cakes, have been deemed unhealthy. Even Bombay spice mixes and crackers are included, making this a comprehensive restriction on pre-packaged snacks.
9. Desserts: Sweet Endings on the Naughty List
Desserts like pies, cheesecakes, trifles, and Christmas puddings are now considered off-limits for advertising. Exceptions include tinned fruits and natural syrups, which may still pass the health criteria.
10. Potatoes: Processed Varieties Banned
While plain potatoes remain unaffected, processed options like hash browns, fries, and smiley-faced potatoes are banned. These products often come loaded with unhealthy fats and high sodium levels, making them a clear target for the ban.
11. Ready Meals: A Convenience Hit
Microwaveable ready meals, along with sandwiches, wraps, bagels, and paninis, are all included. Items like chicken nuggets, fish fingers, and chicken Kievs also fall under the restrictions. The government is targeting convenience foods, which are often calorie-dense and nutrient-poor.
12. Yogurt and Fromage Frais: Sweetened Versions Excluded
Yogurts and fromage frais with added sugars are now on the banned list. Only unsweetened, natural yogurts, whether dairy or plant-based, can still be advertised. This distinction aims to encourage healthier options.
13. Pizza: A Universal Favorite Takes a Hit
All pizzas, regardless of toppings, are now restricted from pre-watershed advertising. Interestingly, garlic bread and plain pizza bases are not included, giving a slight reprieve for carb lovers.
The Rationale Behind the Ban
The UK Government’s Health Secretary, Wes Streeting, emphasizes that childhood obesity is a growing crisis that not only impacts individual health but also places immense strain on the NHS. This ban is part of a larger strategy to shift the focus of healthcare from treatment to prevention.
Streeting states, “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. This is the first step to deliver a major shift in healthcare, giving every child a healthy, happy start to life.”
Implications of the Ban
The advertising ban marks a significant cultural and economic shift. Brands will need to adapt their marketing strategies, focusing on healthier alternatives to remain visible. Meanwhile, families may benefit from fewer cues to consume high-calorie, low-nutrition foods.
Critics argue that the ban might not address the root causes of poor dietary habits, such as affordability and access to fresh food. However, supporters believe it’s a necessary step in reducing the normalization of junk food consumption.
A Step Toward Healthier Futures
While this advertising ban may feel restrictive to some, its intent is clear: to protect children from the negative influence of junk food marketing. By limiting exposure to unhealthy foods, the government hopes to foster healthier eating habits that can lead to better outcomes in adulthood.
As these changes roll out in 2025, it will be interesting to see how they reshape advertising, consumer behavior, and, ultimately, public health. One thing is certain—our screens will look a lot different in the years to come.
