Porridge, soft drinks and chocolate included as junk food advert ban comes into effect

A new online and TV ban on the advertising of unhealthy food comes into full effect today after voluntary restrictions were introduced in October.

The ban prevents ads for "less healthy" food and drinks that are high in saturated fat, salt and sugar (HFSS) appearing on television between 5.30am and 9pm, and online at any time. The ban applies to products that fall within 13 categories considered to play the most significant role in childhood obesity.

These include soft drinks, chocolates and sweets, pizzas, cakes and ice creams, but also breakfast cereals and porridges, sandwiches, sweetened bread products and yoghurts. Politics latest: Ministers won't warn Trump over Greenland Products that belong to these categories will need to be assessed on whether they are considered "less healthy" using a scoring tool that considers their nutrient levels and whether they are high in saturated fat, salt and sugar.

Only products that belong to one of the 13 categories and score outside the acceptable range are included in the advertising restrictions, which will be policed by the Advertising Standards Authority. Products that are assessed as healthier in both can still be advertised, which the government hopes will lead to changes in recipes by the food industry.

Adverts for plain oats and most porridge, muesli and granola will not be affected, but some less healthy versions with added sugar, chocolate or syrup could face restrictions. Read more from Sky News:Children to be vaccinated at homeWorkers 'hammered' while pensioners benefit Rules previously stated that products high in saturated fat, salt and sugar should not be advertised through any media when more than 25% of the audience is under 16 years old.

The government estimates the ad ban will prevent around 20,000 cases of childhood obesity. Latest figures suggest one in 10 reception-aged children is now obese, while one in five children has tooth decay by the age of five.

It is estimated that obesity costs the NHS more than £11bn every year. The new plans were first announced by the Conservatives in 2021 but were pushed back twice.

It comes after Health Secretary Wes Streeting announced that milkshakes and lattes will be hit with a sugar tax for the first time in a bid to tackle obesity..