If Wales doesn't tackle obesity there is a risk the children of today won't live as long as their parents - that's the warning from Wales' top doctor.
Dr Frank Atherton, Wales' Chief Medical Officer made the comment has he launched a consultation on the Welsh Government's strategy to tackle obesity.
The Welsh Government strategy, called Healthy Weight: Healthy Wales, lists a series of ambitions to help reduce the number of people in Wales who are overweight or obese.
Possible measures that people are being asked to give their views on include:
- Limiting the promotion of unhealthy foods in TV and online advertising
- Making healthy foods cheaper and more easily accessible
- Banning the sale of energy drinks to under 16s.
Public health chiefs behind the plans say they've looked at research and actions taken around the world to combat the increase in obesity levels.
Obesity by numbers:
The strategy, however, has been criticised for actually contributing to the misunderstandings around healthy diet, weight and body image.
Dr Ashley Frawley, a senior lecturer in sociology and social policy at Swansea University, has published research that casts doubt over how effective policies such as those proposed by the Welsh Government are.
Dr Frawley says the government's ambitions play into issues around body image.
Dr Frawley said the strategy "encourages body shaming."
Dr Frawley added that there was limited evidence to show the plans set out by Welsh Government work, saying: "These are symbolic policies. They're ways of saying I'm doing a good thing, we're going to stamp out sugar. Why? Not because it's going to bring people's weights down but because sugar symbolises evil, it symbolises gluttony."