Full list of junk foods in new advert ban including porridge and crumpets

Porridge oats, crumpets and roast potatoes have all been deemed too unhealthy to show to children in the government’s new list of junk foods facing an advertising ban in 2025.

The rules, which come into force in October next year and are designed to tackled childhood obesity, will prohibit advertisements for these foods online or on TV before 21:00.

Thirteen categories of food, from dairy, ‘morning goods’ and soft drinks, are subject to the ban, while the government also confirmed yesterday what foods will be exempted.

Using a nutrient profiling model (NPM) from 2004 to 2005 to calculate the ‘less healthy’ the government has decided that crumpets, roast potatoes and porridge adverts should not be shown to children.

This Christmas may be the last we see of hot cross buns and Christmas pudding on TV, as both feature in the government’s junk food list.

Many childhood dishes will no longer be shown to children, including fish fingers and smiley-faced potatoes.

Soft drinks containing added sugar ingredients

A vast array of drinks containing added sugar fall into the scope of the ban.

Fruit-based drinks, milkshakes, hot chocolates, as well as tea and coffees are all included.

Protein shakes and other powdered drinks also contain the ‘less healthy’ added sugar.

Alcoholic drinks and alcohol substitute drinks are not included.

Savory snacks

The government says ‘all . All sizes, shapes and types of savoury snacks’ fall into this category.

Crisps, savoury crackers, rice cakes, tortilla chips and Bombay mix are all mentioned.

Even lentil and chickpea-based crisps will face the advertising ban.

Not included are raw and coated seed and nut snacks, as well as met jerky.

Breakfast cereals

Granola, muesli and ready-to-eat cereals, are all deemed less healthy.

Porridge oats, including instant porridge and other hot oat-based cereals also fall in this category.

Confectionery including chocolates and sweets

Anything you can find in the ‘confectionary’ aisle of a retailer could face this ban, says the government.

Even protein bars and other ‘high protein’ products could be deemed a confectionary item.

More standard members of this category include chocolate coated nuts, sweet popcorn, marshmallows, chewing gum and chocolate bars.

Sugar-free sweets and sugar-free gum, however are allowed to be advertised, however.

Ice cream

Ice cream and ice cream alternatives get their own category under the government’s junk food proposals.

All dairy and non-dairy ice cream are all deemed too unhealthy to be shown to children.

Only alcohol products and ice cream decorations are excluded.

Cakes and Cupcakes

Sponge cakes, cupcakes, donuts, éclairs and all other cake products you can think have been prescribed as less healthy.

Only cake decorations and toppings can still be shown to children before 21:00.

Sweet and chocolate bar biscuits

Ice cream wafers were exempt under the dairy category but fall under this junk food biscuit list.

Also included are cereal bars, including nut and seed-based bars, as well as shortbread and coated chocolate biscuits.

Even sweet flavoured rice or corn cakes will face an advertising ban next year.

Morning goods

Favourite breakfast items of all nationalities will be banned from advertising in this category.

Crumpets, croissants, scones and pancakes are all deemed too unhealthy for children to see in advertisements.

The Christmas favourite, hot cross buns, as well as brioches, English muffins and pain au chocolats are all on the list.

‘Free from’ versions of these goods are also included.

Some savoury bread products, such as focaccia and olive bread are excluded.

Desserts and puddings

Banned from TV and online advertising will be include pies, tarts and flans, cheesecake, sponge puddings, rice pudding, crumbles and fruit fillings.

Meringues, custards, trifles and Christmas puddings are on also on the long list of unhealthy puddings.

Tinned or canned fruits for desserts are not part of the list, as well as syrups and other toppings.

Sweetened yoghurt and fromage frais

Dairy and non-dairy yoghurts that are sweetened using sugar, fruit or sweeteners have all been targeted by the government.

Flavoured Greek-style yoghurts, probiotic yoghurts and kids’ yoghurts are all part of the junk food category.

Despite the name, fat free and low-fat yoghurts are also too unhealthy for advertisement.

Only natural and unsweetened yoghurts, such as plan Greek yoghurt are exempt.

Pizza

Although garlic bread and plain pizza bases are not viewed junk food, all other deep pan, deep dish, thin crust or stuffed crust pizzas are.

This ban covers all topping varieties and all sizes of pizza.

Potato and sweet potato products

Smiley-faced potatoes are a kids’ favourite, but they are viewed as ‘less healthy’ by the government.

Roast potatoes and hash browns, as well as fries and wedges, are all under the ban.

Potato salads, mashed potatoes are not seen as junk food, however, as well potatoes that have not been treated, cooked or shaped.

Ready meals, breaded and battered foods and sandwiches

The final list of unhealthy food products that will be banned from advertisements by the government is the most comprehensive.

It includes ready meals, whether Chinese, Thai, Italian or traditional, and even stuffed pastas such as ravioli and tortellini.

All forms of breaded vegetable, fish, meat and poultry are also in this list – including fish fingers, chicken nuggets and chicken Kievs.

Sandwiches sold by both retailers and in the out of home sector feature on junk food list.

These include wraps, bagels, and paninis.

Sushi, fajita meal kits and dried noodle products will not be banned from advertising before watershed.

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