Lovehoney has unveiled a provocative new ad campaign in response to surprising regulations reclassifying popular breakfast staples like porridge and crumpets as “junk food.”

Starting October 2025, ads for these breakfast favourites will be banned before the 9 pm watershed, a move that has sparked widespread debate.

Drawing on its own experience with advertising restrictions, Lovehoney has rolled out a playful solidarity campaign aimed at the brands affected. Mobile billboards carry tongue-in-cheek messages to breakfast giants.

A message to Warburtons reads, “Dear Warburtons, we know a thing or two about restraints,” while another directed at Quaker Oats quips, “It can be fun when your hands are tied.”

Nadia McCowan Hill, Lovehoney’s Global PR Lead, commented: “We know all about being consigned to post-watershed TV spots for somewhat debatable reasons. Sexual wellness is a vital part of overall health, yet we are frequently censored, hindering our ability to educate and inform the public on sexual wellbeing.”

“We recognise the restrictions faced by porridge providers and crumpet creators, and wanted to extend a hand to them, especially given our expertise in restraints and hand-tying!”