UK to Ban Ads for Porridge, Crumpets, to Tackle Childhood Obesity
London is taking aim at breakfast staples like porridge and crumpets, hoping to curb childhood obesity through stricter advertising regulations. Under a new law slated to take effect in October 2025, the UK government will prohibit ads for certain "less healthy" foods before 9pm on television and online.
This sweeping ban encompasses sugary breakfast cereals, scones, and even some unexpected additions like instant porridge. The aim is to limit children’s exposure to food high in fat, sugar, or salt, tackling a problem that has seen nearly 1 in 10 reception-aged children (9.2%) in the UK grappling with obesity.
"The government is taking very concerted, bold, and very brave action against big food [companies] who have a complete control of our food environment," said chef Thomasina Miers, celebrating the news.
The new classification system for foods, based on their sugar, fat, and protein content, means healthier versions of these products will be exempt, as will those with no added sugar, salt, or fat.
This controversial decision has sparked debate.
Prasanna Callaghan, who owns Crumpets near Buckingham Palace, worries for his business. "It’s an old traditional food that’s been eaten for years and years," he laments. He called the legislation "bonkers," arguing the government should distinguish traditional foods from fried chicken and other fast food options.
Maria McCracken, a mother of two from Ashford, Kent, questioned the effectiveness of ad bans, believing parents should be empowered to teach their children healthy habits.
"There’s nothing wrong with [occasional takeaways]," she said, emphasizing cooking from scratch as a key tool.
Health Secretary Wes Streeting defended the government’s decision, "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."
Only time will tell how this newfound regulation will impact children’s diets and the food industry in the UK.
