UK to Ban Junk Food Ads for Crumpets, Porridge, and More Before 9 PM

New legislation aims to combat childhood obesity by restricting TV and online ads for foods high in fat, sugar, or salt starting October 2025.

The UK government will implement a pre-9 PM advertising ban on foods deemed 'less healthy,' including crumpets, croissants, porridge, and roast potatoes.
The restrictions will also apply to paid online ads for these products to limit children's exposure to unhealthy food marketing.
The ban is based on a nutrient profiling model assessing salt, sugar, fat, and protein content, with exemptions for healthier versions of some foods.
The government estimates the measures could prevent 20,000 cases of childhood obesity and reduce 7.2 billion calories from children's diets annually.
Critics highlight potential drawbacks, including minimal daily calorie reductions for children and significant financial losses for advertisers over time.