Diet experts have today slammed the Government’s new ultra-strict ban on junk food advertising — claiming the updated rules target foods that are in fact healthy.
Ministers will introduce legislation curbing commercials that air before 9pm on television, and axe online ads completely, which is thought to cost firms around £199 million a year.
The policy is aimed at reducing children’s exposure to foods that are high in fat, sugar or salt, such as cakes, biscuits, ready meals and crisps.
Yet the ban will include staples considered by experts to be healthy, including porridge oats, crackers and even rice cakes.
Muesli, granola, Kombucha and frozen yoghurt are other foods targeted by officials. Pies, pasties, garlic bread and quiche, however, are exempt.
Professor Gunter Kuhnle, an expert in nutrition and food science at the University of Reading, branded the proposals ‘unhelpful’.
He added: ‘Some of these foods are probably very healthy — for instance porridge, or some non-sugar cereals.’
Dietician Dr Carrie Ruxton also argued it sent ‘the wrong message’ and warned the Government to avoid ‘throwing the baby out with the bathwater’ in its obesity fighting drive.
Ministers will today introduce legislation curbing the commercials despite acknowledging it could cost firms £199 million a year
She added: ‘While I support limiting the promotion of sweets, crisps, biscuits, soft drinks and confectionery I am concerned that the new rules will catch other foods which are important nutrient sources, but contain small amounts of sugar or salt.
‘For example, products like kids’ yoghurts and fromage frais are rich in calcium and typically fortified with vitamin D.
‘Most contain a small amount of sugar – otherwise the majority of children would not eat them.
‘Similarly with breakfast cereals, some types are excellent sources of fibre and wholegrains but, without their small amount of sugar and salt, would be unpalatable for many people.
‘The yoghurt and breakfast cereal categories were singled out a few years ago by Public Health England for being the most successful at sugar reduction.
‘It would send the wrong message to demonise them now.’
She said: ‘So, how can we make the steps towards a better diet easier?
‘It’s certainly not by taking a puritan approach to banning all but the most virtuous foods.
Health Secretary Wes Streeting said: ‘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’
‘But by limiting access to the worst offenders and encouraging a switch to options which can deliver the fibre, vitamins and minerals that we all need.’
The ban will come into effect from October next year and apply to advertising on TV before the 9pm watershed and on the internet at all times.
The new rules centre around 13 categories of high calorie, high sugar foods that will be banned in advertisements.
These include sweet biscuits and bars, cereal, morning goods, desserts and puddings, sweetened yoghurt, pizzas, prepared potato products, ready meals and sandwiches.
Crumpets, English muffins, bagels, breakfast biscuits and malt loaf all fall under the ban, as well as flavoured rice or corn cakes and cereal bars.
Sorbets, frozen yoghurt, dried fruit, ready-to-eat cereals and instant porridge will too be cut.
Even seaweed-based snacks, tortilla chips, chickpea or lentil-based crisps and savoury rice cakes will be hit by the ban.
Yet savoury pastry products like pasties, sausage rolls, lattices and quiches are exempt, alongside party food not intended to be consumed as a complete meal, like mini sausages.
Equally, breaded or battered cheese products and charcuterie foods will not fall under the ban.
The Government’s impact assessment says the measures are likely to reduce children’s exposure to such adverts by just 8.9 seconds and cut 2.1 calories from their diet each day.
Taken as a whole, the Department of Health and Social Care says this could prevent 20,000 cases of childhood obesity.
However, its impact assessment notes the true benefits may be less, saying youngsters may make up the calorie deficit by eating more as adults and advertisers could lose £659 million over 25 years.
The ban was first put forward by Boris Johnson’s Conservative government in 2021.
Health Secretary Wes Streeting said: ‘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 Government is taking action now to end the targeting of junk food ads at kids, across both TV and online.’
Professor Sir Stephen Powis, NHS national medical director, also added: ‘We’ve always said the NHS can play its part in supporting people who are obese to reach a healthier weight.
Under the ban ready-to-eat cereals would face heavy advertising restrictions as well as foods like pizzas, crisps, breakfast cereals and even yoghurts
‘But we need to work with the rest of society to prevent people becoming overweight in the first place.
‘So we welcome this proposed legislation and look forward to working with the Government and partners to help protect the good health of future generations.’
It comes as fresh data last month also revealed almost a third of children in parts of England are obese by the time they start secondary school.
Thirty-one per cent of Year 6 pupils in Knowsley, Merseyside, are classed as obese — more than twice the levels logged in leafy areas such as Surrey and Richmond-upon-Thames.
Nationally, the rate stands at over a fifth, a slight drop on last year but still higher than the figure recorded pre-pandemic.
Waistlines also rose among children in reception, with the proportion of four and five year olds deemed obese hitting one in ten.
It comes as the World Health Organization last year also revealed 37million children under the age of five are now overweight globally — four million more than at the turn of the century.
Australia ranked second in the table of 198 countries, with 21.8 per cent of children there classified as overweight.
Britain was 22nd (11.3 per cent), while the US claimed 52nd spot (7.9 per cent).
Obesity doesn’t just expand waistlines but health care costs, with the NHS spending an estimated £6.1billion annually on treating weight-related disease like diabetes, heart disease and some cancers.