A new set of regulations targeting food advertisers was unleashed on Tuesday, aimed at tackling the UK's escalating obesity rates.

The fresh rules include an anti-obesity ban on junk food adverts devised to shield young people from the alluring marketing of these "less healthy" snack options.

Notably, the crackdown encompasses more than just typical suspects like scones and croissants – even porridge oats with added sugar and crumpets have been caught in the net, while cake decorations and savoury breads managed to dodge the restrictions.

The scope of the ban also spans beloved breakfast treats such as sugary cereals, granola, muesli, along with protein bars, cereal bars, biscuits, fruity yoghurts, fromage frais, and a variety of drinks including fruit juices, smoothies, and certain plant-based milks.

Advertisements for these products will now face scrutiny under a Government grading system considering their contents of salt, fat, sugar, and protein. Authorities hope that this move will clear the stage for healthier options to grab the spotlight.

The Government will enforce a new ban from next October, clamping down on adverts for certain products before 9pm across both TV and online platforms. This decisive action aims to slash the level of unhealthy food advertisements seen by children, reports Surrey Live.

Expectations are high with an ambition to prevent 20,000 cases of childhood obesity. However, the Government has acknowledged in its impact assessment that there is a definitive link between advertising and calorie intake, with the studies asserting: "Overall the studies do find a clear link between food advertising and calorie consumption."

Wes Streeting, Health Secretary, has come out swinging, declaring: "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 comes in light of alarming NHS statistics, which indicate that childhood obesity is rising, currently affecting one in every 10 children entering school and causing tooth decay due to excessive sugar intake in one in every five children under the age of five.

The cost of obesity to the UK's National Health Service is hitting a colossal £11billion annually. Let's take a look at the foods banned in more detail.

Full list of foods included in the anti-obesity ad ban

Soft drinks

Fruit-based drinks, milkshakes, hot chocolates, tea and coffees.

Savoury snacks

Crisps, savoury crackers, rice cakes, tortilla chips and Bombay mix.

Breakfast cereals

Granola, muesli, porridge and ready-to-eat cereals.

Confectionery including chocolates and sweets

Chocolate coated nuts, sweet popcorn, marshmallows, chewing gum and chocolate bars.

Ice cream

Ice cream and ice cream alternatives.

Cakes and cupcakes

Sponge cakes, cupcakes, donuts and éclairs.

Sweet and chocolate bar biscuits

Cereal bars, including nut and seed-based bars, shortbread, rice or corn cakes and coated chocolate biscuits.

Breakfast

Crumpets, croissants, scones and pancakes, hot cross buns, brioches, English muffins and pain au chocolats.

Desserts and puddings

Pies, tarts and flans, cheesecake, sponge puddings, rice pudding, crumbles, meringues, custards, trifles and Christmas puddings.

Yoghurt and fromage frais

Flavoured Greek-style yoghurts, probiotic yoghurts and kids’ yoghurts, fat free and low-fat yoghurts

Pizza

Deep pan, deep dish, thin crust or stuffed crust pizzas.

Potatoes and sweet potato

Roast potatoes and hash browns, fries and wedges.

Ready meals

Ready meals of any kind and stuffed pastas.