The UK government is taking bold steps to tackle childhood obesity by introducing a watershed ban on advertising foods deemed “unhealthy.” Starting in October 2025, certain foods will no longer be advertised on television before 9 p.m. This move aims to reduce exposure to unhealthy options for children and promote healthier choices. The list of banned items might surprise you, including some breakfast staples and treats we’ve all come to love. Let’s dive into the full list and understand the reasoning behind this landmark decision.
Why the Ban Was Introduced
Childhood obesity and poor dental health have become pressing concerns in the UK. According to NHS data, 9.2% of reception-aged children are classified as obese, while 23.7% suffer from tooth decay due to excessive sugar intake. To combat these alarming statistics, the government introduced a new system to assess foods based on their sugar, fat, and protein content. Foods failing to meet the criteria will be subject to advertising restrictions.
Wes Streeting, the Secretary of State for Health and Social Care, stated, “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 advert ban is the government’s first step toward fostering a healthier, happier generation.
1. Soft Drinks
Say goodbye to fizzy drinks, sugary fruit juices, and even hot chocolates on your screens. Soft drinks, often loaded with sugar, are a major culprit in childhood obesity. For instance, a single can of cola contains nine sugar cubes—more than the daily recommended intake for adults. Protein shakes and other powdered drinks also fall under this ban, although alcoholic beverages remain unaffected.
2. Breakfast Favorites
Breakfast pastries like croissants, pain au chocolat, and crumpets are on the chopping block. Surprisingly, this category also includes items like scones, hot cross buns, fruit loaves, and pancakes, whether they are gluten-free or dairy-free. Advertisers won’t be able to promote these morning staples before the 9 p.m. watershed.
3. Cereal
Granola, muesli, and even porridge oats—foods traditionally viewed as healthy—are included in the ban. The government’s criteria reveal that many cereals contain hidden sugars, making them less suitable for children.
4. Ice Cream
It’s a sad day for ice cream lovers. Classic ice cream and non-dairy alternatives won’t be featured in ads before kids’ bedtime. These sweet treats are high in sugar and fat, making them a target in the fight against childhood obesity.
5. Cakes
Cakes, doughnuts, éclairs, and other baked goods are also off the advertising menu. However, there’s a slight reprieve for icing and cake decorations, which are exempt from the ban.
6. Confectionery
No surprises here—sweets, chocolates, and protein bars have all been labeled as junk food. Even healthier-sounding options like popcorn and nut-based snacks are restricted, as they often contain added sugars and fats.
7. Biscuits and Bars
Chocolate-coated biscuits, cereal bars, and nut bars are among the casualties of the ban. Shortbread, ice cream wafers, and even rice or corn cakes with added flavors or coatings are also included.
8. Savory Snacks
Crisps and their savory cousins like tortilla chips, rice cakes, crackers, and spice mixes are all considered unhealthy. The ban applies to “all sizes, shapes, and types” of these snacks, leaving little room for exceptions.
9. Desserts
Traditional desserts like pies, tarts, cheesecakes, and trifles are deemed unsuitable for advertising. However, tinned fruit, cream, and syrups managed to avoid the ban.
10. Potatoes
Don’t worry—plain potatoes are safe. The ban targets processed potato products such as fries, hash browns, and croquettes. Even smiley-faced potatoes are included in this list.
11. Ready Meals
Ready meals, a go-to for busy families, are another major category affected. Anything microwaveable or oven-ready, from chicken nuggets to fish fingers, is considered unhealthy under the new guidelines. Even sandwiches, wraps, bagels, and paninis are included.
12. Yoghurts and Fromage Frais
Sweetened yoghurts, whether dairy-based or plant-based, are no longer welcome in pre-9 p.m. advertisements. Only natural yoghurts with no added sugars or sweeteners pass the government’s health test.
13. Pizza
Pizza lovers, brace yourselves—all pizzas are part of the ban. The only exceptions are plain pizza bases and garlic bread, which don’t fall under this category.
The Bigger Picture: Fighting Childhood Obesity
The government’s move to ban the advertisement of these foods is a direct response to the growing health crisis among children. Obesity not only affects physical health but also sets the stage for long-term issues such as diabetes, heart disease, and joint problems. By limiting children’s exposure to advertisements for these foods, the government hopes to encourage healthier eating habits.
This ban also aligns with broader public health initiatives, including improved school meal standards, increased access to physical activity programs, and education about balanced diets.
What This Means for Advertisers and Consumers
For advertisers, this ban represents a significant shift in how they market food products. Companies may need to reformulate their recipes to meet health standards or pivot to promoting healthier alternatives. For consumers, this ban could lead to greater awareness about what constitutes a healthy diet.
Conclusion
The UK government’s advert ban on “unhealthy” foods before the 9 p.m. watershed marks a significant step in addressing childhood obesity and poor health. From soft drinks and breakfast favorites to pizza and desserts, the list includes many beloved foods. While these restrictions may seem strict, they reflect a growing commitment to prioritizing the health and well-being of future generations. By curbing exposure to unhealthy food advertising, the government hopes to empower children and families to make better dietary choices, ensuring a healthier, happier future for all.
