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Shock at 'healthy' items now classed as junk food in Government's ultra-strict new guidelines

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.

Source: Cubes | 

04.12.2024, 16:24

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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

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