According to the NHS, the public health service, childhood obesity is increasing in the country. Nearly one in 10 children aged four are considered obese. At the age of five, nearly one in five children suffer from dental caries due to excessive sugar consumption. This anti-junk food measure, announced in September, must come into force on October 1, 2025. The government gave Tuesday evening the list of foods that are too fatty, too sweet or too salty for which it will no longer be possible to advertise before 9 p.m. on television and completely online. This concerns scones, croissants, pain au chocolat, pancakes, waffles and even muffins. The restrictions apply to sugary breakfast cereals, including some granola, muesli and porridge with added sugar and salt. Cookies and cereal bars are also affected. All of these foods are considered the “least healthy” in a government rating system based on salt, fat, sugar and protein content.
Advertising may continue for healthier versions of these foods. Natural yogurts, for example, are not affected by the measure, unlike those that are sweet or fruity. The ban also targets carbonated or energy drinks, but also certain fruit juices and smoothies with added sugars. Also on the list: hamburgers, frozen chicken nuggets etc. The government estimates that the measure will prevent 20,000 cases of childhood obesity per year. “Studies establish a clear link between food advertising and calorie consumption,” noted an analysis put forward by the government. “Obesity deprives our children of the best possible start in life, exposes them to lifelong health problems and costs the NHS billions,” Health Minister Wes Streeting said. The Labor government plans other measures aimed at strengthening health prevention, such as banning energy drinks for under-16s.
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