Muesli and porridge banned from TV before 9pm as of Labour’s junk food ad ban

Unhealthy foods will be prohibited from advertisement online and before 9pm on TV in a bid to reduce children’s exposure to junk food and tackle obesity.

Muesli, porridge oats and granola are among the foods included in the UK junk food advertising ban from next year – they are classed as unhealthy versions of breakfast cereals.

Products with added sugar also fall into the category such as pitta bread snacks, rice cakes, tea and coffee.

December 3 saw the new law set out with the aim of reducing children’s exposure to foods that are high in fat, sugar or salt.

As of October 2025, ads on television which include these products will only be allowed past the 9pm watershed, fulfilling a key manifesto pledge for Labour.

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. 

“This is the first step to deliver a major shift in the focus of healthcare from sickness to prevention, and towards meeting our government’s ambition to give every child a healthy, happy start to life.”

The new measures are expected to remove 7.2 billion calories per year from UK children’s diets, which would reportedly prevent 20,000 cases of childhood obesity. 

NHS data shows the rise in obesity among children with almost one in 10 (9.2%) reception-aged children now living with the health issue. 

The new rules revealed on Tuesday show the list of foods included in the restriction which span across every food group.

Ready meals, stuffed pasta, granola, oat-based cereals, confectionery, soft drinks, ice cream and pizza – nearly any food with added sugar will be banned from pre-9pm advertisement. 

The restrictions are a part of Labour’s 10 Year Health Plan aimed at focusing on prevention rather than treatment. 

Set to publish in Spring 2025, the government recently launched an online platform ahead of the scheme where the nation can share their experiences, views and ideas for fixing the NHS in order to shape the plan.