MPs’ outrage at ‘bonkers’ Labour junk food crackdown that will see porridge, crumpet and even muesli ads banned before the 9pm watershed (and you’ll need a PhD to work out what’s covered)_Nhy
Ministers have been accused of ‘losing the plot’ with a crackdown on ‘junk food’ ads that covers porridge and crumpets.
The popular staples are among a bewildering array of products set to fall foul of the new rules on promotions before the watershed.
The restrictions are intended to tackle childhood obesity – but have sparked a furious backlash, with critics branding it ‘bonkers’ that breakfast oats and yoghurts are hit but savoury pastries like sausage rolls, pork pies and pasties are exempt.
The new regulations run to more than 5,000 words and require complex formulas to establish whether individual goods are affected.
‘Anyone wonder why UK economic growth is anaemic?’ swiped shadow business secretary Andrew Griffith.
Details of the restrictions – due to come into force next October – were published yesterday, show that baked goods including crumpets, scones, croissants, pains au chocolat, pancakes and waffles are all considered junk food for the purposes of the laws.
Cakes including muffins, flapjacks and mini rolls will be banned, but icing and cake decorations are exempt, as is savoury bread and traditional loaves.
Ministers have been accused of ‘losing the plot’ with a crackdown on ‘junk food’ ads that covers types of porridge (file picture) and crumpets
The popular staples are among a bewildering array of products set to fall foul of the new rules on promotions before the watershed
‘Anyone wonder why UK economic growth is anaemic?’ said shadow business secretary Andrew Griffith
John Cooper, Tory MP for Dumfries and Galloway, was among those shocked by the move
Conservative John Lamont said the policy was ‘bonkers’
The restrictions also apply to sugary breakfast cereals including granola, muesli and ‘porridge oats, including instant porridge and other hot oat-based cereals’, while snacks including protein bars, cereal bars and biscuits will also be included in the ban.
Food and drink adverts will be banned if the products are classified as ‘less healthy’ using a Government scoring system based on salt, fat, sugar and protein content.
In practice, it leaves room for healthy versions of products to continue to be advertised, such as porridge oats, but not those such as porridge products that have had sugar, salt or fat added to them.
Similarly, natural unsweetened yoghurt will not be subjected to the ban, but fruity and low-fat yoghurt or fromage frais will.
Listed alongside obviously unhealthy soft drinks including lemonades, colas and energy drinks are others that have added sugar including certain fruit juices and smoothies, milk-based drinks and milk substitute drinks such as soya, almond, oat, hemp, hazelnut or rice.
It will also apply to chickpea or lentil-based crisps, fried, flavoured or seasoned chickpeas, seaweed-based snacks and Bombay mix.
The ban comes into force from October next year, after which time television ads for junk food products will be allowed only after 9pm.
It will also include a ban on paid-for online ads for these products to reduce children’s exposure to foods high in fat, sugar or salt.
The Government claims it will prevent an estimated 20,000 cases of childhood obesity, and is expected to remove 7.2 billion calories a year from UK children’s diets.
The impact assessment notes that ‘overall the studies do find a clear link between food advertising and calorie consumption’.
However, it also suggests that the measures could cut just 2.1 calories from children’s diets each day while costing advertisers £659million in returns over 25 years.
It also warns that any calorie reductions achieved during childhood could be undone as individuals eat more during adulthood.
John Cooper, Tory MP for Dumfries and Galloway, said of porridge being affected: ‘This will send a chill through the glens. Haud ma spurtle!’
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.
She added: ‘While I support limiting the promotion of sweets, crisps, biscuits, soft drinks and confectionery I am concerned that the new rules will catch other foods which are important nutrient sources, but contain small amounts of sugar or salt.
‘For example, products like kids’ yoghurts and fromage frais are rich in calcium and typically fortified with vitamin D.
‘Most contain a small amount of sugar – otherwise the majority of children would not eat them.
‘Similarly with breakfast cereals, some types are excellent sources of fibre and wholegrains but, without their small amount of sugar and salt, would be unpalatable for many people.
The new regulations run to more than 5,000 words and require complex formulas to establish whether individual goods are affected
Under the ban ready-to-eat cereals would face heavy advertising restrictions as well as foods like pizzas, crisps, breakfast cereals and even yoghurts
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’
‘The yoghurt and breakfast cereal categories were singled out a few years ago by Public Health England for being the most successful at sugar reduction.
‘It would send the wrong message to demonise them now.’
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.’
