Tony the Tiger can no longer say Frosties are grrreat before 9pm because of these new rules

A major clampdown on advertising unhealthy food has come into force today, with crumpets, roast potatoes and sandwiches included.

It is now illegal to promote ‘less healthy’ food and drink that is high in fat, salt and sugar online at any time and on TV between 5.30am and 9pm.

If companies fail to comply with the law they could face action from the Advertising Standards Authority (ASA).

The ban covers products in 13 categories seen as playing the biggest role in childhood obesity.

These include fizzy drinks, sweets and chocolate, pizzas and ice creams, as well as some breakfast cereals, sweetened breads, and ready meals and sandwiches.

Products in these categories are also assessed using a scoring system that looks at their nutrient levels and whether products are high in saturated fat, salt, or sugar.

Only products that meet both of the two criteria are included in the restrictions.

Healthier versions of these foods can still be advertised, which the Government hopes will encourage manufacturers to change their recipes.

The restrictions also only apply where the unhealthy product itself can be clearly identified in the advert, meaning companies can still promote their brand names.

Although the ban came into play today, advertisers have been following a voluntary ban since October 1.

It meant the major supermarket’s 2025 Christmas adverts showed significantly healthier food than previous years.

Here we take a look at the foods included in the ban.

Drinks containing added sugar ingredients

Drinks that contain added sugar are subject to the advertising restrictions, including:

• Soft drinks like lemonades, colas, energy drinks, smoothies and cordials
• Milk-based drinks and milk substitute drinks with sweeteners

Sugar free drinks with sweeteners and natural juices and smoothies with no added sugar are exempt from the ban.

Alcoholic drinks with more than 1.2% alcohol by volume are exempt but face their own restrictions.

Savoury snacks

The government lists the following snacks as included in the ban:

• Crisps
• Savoury crackers
• Rice cakes
• Biscuits sold and eaten as alternatives to crisps
• Corn puffs
• Potato hoops
• Tortilla chips
• Chickpea or lentil-based crisps
• Fried, flavoured or seasoned chickpeas
• Seaweed-based snacks
• Bombay mix.

Excluded from the ban, it lists these snacks: raw, coated, roasted or flavoured nuts and seeds (or mixes of these products), fruit-based snacks such as dried fruit, fruit crisps or chips (includes both sweetened and unsweetened fruit ingredients), trail mix made up of dried fruit and nuts or seeds, wasabi peas and savoury pressed seed bars.

Breakfast cereals

Although originally reported that all breakfast cereals would be on the ban, those without added sugar are in fact exempt.

So any cereals, including porridge, muesli and granola with added sugar can no longer be advertised before 9pm on TV or at all online, but healthier varieties can.

Confectionery

Most items you would find in the confectionery aisle are included in the restrictions. This includes:

• Chocolate (and chocolate covered nuts, seeds and fruit)
• Most sweets
• Chewing gum with sugar
• Sweet and mixed sweet and salty popcorn

Exempt from the ban are all dried fruit, sweet coated nuts other than chocolate covered ones (for example honey coated, syrup coated, and sweet chilli flaboured), sugar-free sweets and chewing gum and yoghurt covered nuts, seeds and fruit.

Ice cream

All ice cream, ice lollies, ice cream desserts and frozen yogurt can no longer be advertised on TV before 9pm.

Ice cream decorations and toppings, such as sauces are exempt, however.

Cakes

All cakes fall under the ban. This includes sponge cakes, cupcakes, cake bars and slices, doughnuts, muffins, flapjacks and frozen cakes

Cake decorations and toppings, including icing and sauces are exempt.

Sweet biscuits and bars

Included in the sweet biscuit and bars list are:

• Cereal bars
• Sweet toaster pastries
• Sweet flavoured rice or corn cakes
• Filled and unfilled sweet biscuits and cookies
• Breakfast biscuits
• Shortbread
• Ice cream wafers or cones
• Coated chocolate biscuit bars

Morning goods

Croissants, scones and pancakes are all deemed too unhealthy to be shown in adverts before 9pm.

Easter favourites hot cross buns, as well as brioches, English muffins and pain au chocolats are also on the list.

Even plain bagels and crumpets are included as they tend to contain sugar.

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

Desserts and puddings

Desserts and puddings such as pies, tarts and flans, cheesecake, sponge puddings, rice pudding, crumbles and fruit fillings are on the list.

Meringues, custards, trifles and Christmas puddings are also included.

Tinned or canned fruits are exempt.

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 sweetened yoghurts are also too unhealthy for advertisement.

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

Pizza

Although garlic bread, cheesy garlic bread and plain pizza bases are not on the banned list, 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

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

Potato salads and mashed potatoes are exempt, however, as well potatoes that have not been treated, cooked or shaped.

Ready meals, breaded and battered foods and sandwiches

Most ready meals, alongside breaded and battered foods form part of the restrictions.

This includes Chinese, Thai, Italian or traditional, and even stuffed pastas such as ravioli and tortellini.

It also covers breaded vegetable, fish, meat and poultry – including fish fingers, chicken nuggets and chicken Kievs.

Sandwiches sold by retailers and other food outlets are also named in the ban. These include wraps, bagels, and paninis.

Sushi, fajita meal kits, dried noodle products and pre-marinated meats and fish will not be banned from being advertised before watershed.

Why has the ban been introduced?

The government says the ban is being implemented to help cut rates of childhood obesity.

Latest figures suggest one in 10 reception-aged children are obese, while one in five children have tooth decay by the age of five.

It is estimated obesity costs the NHS more than £11 billion every year.

Evidence shows children’s exposure to ads for unhealthy food can influence what they eat from a young age, in turn putting them at greater risk of becoming overweight or obese.

The government estimates the ad ban will prevent around 20,000 cases of childhood obesity.

Katherine Brown, professor of behaviour change in health at the University of Hertfordshire, said: ‘A watershed ban on television and online advertising before 9pm to reduce children’s exposure to unhealthy food marketing is long overdue and a move in the right direction.

‘Children are highly susceptible to aggressive marketing of unhealthy foods and exposure to them puts them at greater risk of developing obesity and associated chronic diseases.’

However, she said the ban had been a long time coming.

‘This policy comes into force three years after originally proposed, following repeated delays, cutbacks and industry pressure.

‘Restrictions on promotions of HFSS products are a valuable step, but they must form part of a long-term, comprehensive strategy that addresses inequalities, supports healthier local food environments and makes nutritious options more affordable, accessible and appealing.’

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