Tony the Tiger can no longer say Frosties are grrreat before 9pm because of these new rules

Crumpets can no longer be advertised online at any time or on TV before 9pm (Picture: Getty Images)

A major clampdown on advertising unhealthy food has come into force today, with crumpets, roast potatoes and sandwiches included.

It is now illegal to promote ‘less healthy’ food and drink that is high in fat, salt and sugar online at any time and on TV between 5.30am and 9pm.

If companies fail to comply with the law they could face action from the Advertising Standards Authority (ASA).