Britain is set to ban fruit juice advertising to children in an obesity crackdown.
In 2017, data revealed one in five English children is leaving primary school obese.
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The UK government's proposed changes would mean 90 percent of current fruit juices will be classified as too sugary to advertise. At the moment, only 9 percent are banned.
Public Health England (PHE) says the proposed measures would reflect recent dietary recommendations.
The update would mean food products with a negative rating would be banned from advertising during programmes where over 25 percent of their audience are children.
Tam Fry, chair of the National Obesity Forum, says it's "good news".
"It demonstrates that PHE is starting to get real about the damage that too much juice can do to our children," he told The Telegraph.
"That should be their lot, so who needs ads?"
The British Soft Drinks Association (BSDA) has criticised the plan, arguing it would send "mixed messages".
"Given that PHE continue to recommend 150ml of fruit juice as one of the five-a-day, we are disappointed at today's suggestion by government that fruit juice be put in the same category as other products high in fat, salt or sugar," Gavin Partington, director-general of the BSDA, told The Telegraph.
"The mixed messages from government will be of no help to a population that is already falling short on five-a-day consumption."