The UK government plans to spearhead its latest anti-obesity campaign accusing parents of 'killing their children with kindness'!
The campaign will run across the country featuring kids declaring themselves destined to die of heart disease or diabetes, and blaming the actions of their parents.
The campaign is reportedly based on an unpublished report by the Department of Health that has been sent to senior NHS managers, reports the Telegraph.
The report says three million young families must be better informed about nutrition to prevent their children becoming obese, according to The Observer.
It reportedly features a picture of three young kids with the caption: "One of us will die of heart disease or diabetes when we're older because of the foods our parents let us eat now."
In a section headed "Killing with kindness", it reportedly says: "It's hard to say no to your kids, but if you give in every time you're not being kind, you're killing with kindness. Kids who eat the wrong sorts of food and sit around all day are more likely to get heart disease, cancer, diabetes and to die young. Some will die younger than their parents."
It continues: "Parents do not value physical activity or accept responsibility for children's activity levels. Parents believe their children are already sufficiently active at school.
"Sedentary activity is encouraged by parents. Parents believe it is too unsafe to play outside. mums lack the confidence to take part in physical activity with their children."
Health and childcare experts endorsed the Government's campaign.
Jack Winkler, the professor of nutrition policy at London Metropolitan University, told the newspaper: "The Government is right to point up this uncomfortable truth. Almost a quarter of kids are already overweight by the time they arrive at primary school, which is the parents' responsibility. So we need to do something about parents, too."
Tam Fry, of the Childhood Growth Foundation, which monitors kids' weight, added: "We're really concerned that parents are using sweets, chocolates and fizzy drinks to reward their children.
"Those less than healthy foods are the last rewards they should turn to, because they are storing up problems for their children's future health," Fry added.