The UK government is set to enforce a new ban on advertising certain high-sugar and high-fat foods, including porridge with added sugar and crumpets, to reduce childhood obesity rates. Scheduled for implementation in October 2025, the legislation aims to restrict pre-watershed ads for foods classified as ‘less healthy.’ Industry responses vary, with support from health advocates like Thomasina Miers, while some food business owners criticize the blanket classification of baked goods. The move, first proposed by Boris Johnson, aims to tackle rising obesity levels among children in the UK.