The UK government has announced a ban on daytime television advertisements for sugary foods, including granola, muffins, and other popular items, as part of its effort to tackle childhood obesity. Starting October next year, ads for “less healthy” food and drinks will only be allowed to air after 9:00 pm.
The move comes amid rising concerns about obesity among children. According to the National Health Service (NHS), one in 10 four-year-olds in the UK is now considered obese, and one in five five-year-olds suffers from tooth decay caused by excessive sugar consumption.
The new rules include a range of sugary breakfast items such as croissants, pancakes, waffles, and pre-packaged cereals like granola and muesli. The government’s list, determined by a scoring system that measures sugar, fat, and salt content, also covers snacks like chickpea crisps, seaweed snacks, and Bombay mix, as well as fast food items such as energy drinks, hamburgers, and chicken nuggets.
More healthful alternatives, such as natural porridge oats and unsweetened yoghurt, are not included in the prohibition.
The government believes the ban may reduce childhood obesity cases by as many as 20,000 a year.
“Obesity deprives our children of the best start in life, leads to long-term health problems, and places a significant burden on the NHS,” Health Secretary Wes Streeting said. “This government is acting now to end the targeting of junk food ads at kids, both on TV and online.”
