It looks like a biscuit assortment. Some of them will have more specific names. Some of them appear to be chocolate covered biscuits, and a whole lot of them are sandwich biscuits. The ones filled with jam with holes in the centre appear to be Jammie Dodgers. See Wikipedia:
Jammie Dodgers are a popular British biscuit, made from shortbread with a raspberry flavoured jam filling.
I agree that this is an American / British English distinction. For me, all of those are cookies, and I might just call the whole thing "an assortment of cookies." The three which have "windows" of jam in the middle are called linzer cookies.