The UK government has banned daytime TV ads for heavily sweetened foods such as granola and cupcakes as part of its fight against childhood obesity, classifying these popular products as junk food. Under the measures introduced, from October next year, adverts featuring „less healthy“ foods and drinks will only be able to be shown after 21.00 in the evening.

According to the National Health Service, British childhood obesity rates are steadily rising, with one in ten four-year-olds now considered obese. In addition, one in five five children suffer from tooth decay because they eat too much sugar.

The list, released by the government, which uses a scoring system based on sugar, fat and salt content, also includes popular pre-packaged sweet breakfast options such as croissants, pancakes and waffles.

The government clarified that the list also includes „breakfast cereals, including ready-to-eat cereals, granola, muesli and instant oatmeal“.
The list of banned products also includes items such as chickpea and lentil chips, seaweed snacks and savoury „Bombay mix“, as well as energy drinks, burgers and chicken nuggets.

The new restrictions will not apply to healthier products such as natural oatmeal or unsweetened yoghurt. The government hopes that the new measures will help prevent around 20,000 cases of childhood obesity each year. Obesity deprives our children of the best possible start in life, causes lifelong health problems and costs the NHS billions," said Health Minister Wes Streeting. The government is taking action to end the advertising of unhealthy food to children, both on TV and online.“