Ashima Sharda Mahindra • 06 Dec 2024
Why Has The UK Included Porridge and Crumpets Under the New Ad Ban? How Do They Contribute to Childhood Obesity?
Ads for sugary breakfast cereals will also disappear from pre-watershed television screens, with granola, muesli-based cereals, all classed as 'less healthy' food
The UK has added certain types of porridge and crumpets to a list of products included in a ban on junk food adverts under new legislation. Details of the restrictions show that other baked goods including crumpets, scones, croissants, pains au chocolat, pancakes, and waffles are all considered junk food for the purposes of the laws.
The government says the legislation – which applies to both paid online advertisements and television ads shown before 9 pm, is designed to curb childhood obesity. The rule would come into force in October 2025 and includes fast food, soft drinks, and ready meals as well as pastries, cereal bars, and sweetened yogurts.
According to the Independent, ads for sugary breakfast cereals will also disappear from pre-watershed television screens, with granola, muesli, and "porridge oats, including instant porridge and other hot oat-based cereals" all classed as "less healthy" food.
Products to be classified under sugar and fat content
According to the health ministry, products will be classified according to a scoring system based on their sugar, fat, and protein content, banning advertising on all foods designated as "less healthy".
This means healthy versions of products – including porridge products with no added sugar, salt, or fat, and unsweetened yogurt products – will not be subject to the ban.
Rising obesity levels among kids, youngsters
Data from the National Health Service suggests that almost one in 10 children or 9.2 per cent in the UK lives with obesity and one in five children by the age of five, around 23 per cent, suffer tooth decay because of excess sugar consumption.
What is childhood obesity?
A complex and chronic condition that happens when your child is above a healthy weight for their age, height, and sex assigned at birth, childhood obesity is increasing across the world. According to experts, the medical definition of childhood obesity is having a body mass index at or above the 95th percentile for age and sex in children aged two years and older.
Children’s BMI factors differ from adults, as for kids, BMI is age- and sex-specific because their body compositions naturally change as they age. Healthcare providers use special growth charts to assess a healthy BMI for children.
Childhood obesity generally affects the following age groups:
- 12.7 per cent of children aged 2 to 5
- 20.7 per cent of children aged 6 to 11
- 22.2 per cent of adolescents aged 12 to 19
According to doctors, there are several factors that affect how much food we eat, the type of food we eat, and how our body uses that energy. Every child’s body and situation is unique. Some children are at a greater risk for weight gain than others. However, obesity does not develop from laziness or a lack of willpower.
What are the complications of childhood obesity?
Doctors say children who have obesity are more likely to carry the condition over into adulthood. They also have a higher risk of developing various health conditions, a few of which include:
- High blood pressure
- High cholesterol
- Insulin resistance and type 2 diabetes
- Fatty liver disease
- Asthma
- Joint pains
- Bullying and social isolation
- Eating disorders
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