Porridge adverts will not disappear from daytime TV screens, a health minister has promised.
Last year it was announced the breakfast was to be included in a pre-watershed ban of junk food ads under new legislation to tackle childhood obesity. The move came following guidance, published by the Government, revealing porridge would join crumpets, croissants and a range of yoghurts as being deemed too unhealthy to be advertised on television.
The restrictions were set to also apply to breakfast cereals including granola, muesli and “porridge oats, including instant porridge and other hot oat-based cereals.”
The policy is aimed at reducing children’s exposure to foods high in salt, sugar and fat, cutting obesity rates and saving the NHS billions of pounds.