Childhood-obesity TV campaign planned

A series of adverts is set to be rolled out to raise awareness of childhood obesity.

Parents will be warned they are in fact “killing with kindness” when kids are allowed to lead an unhealthy lifestyle.

In the campaign, children will say some of them will eventually die of obesity-related illnesses, such as diabetes or heart disease, as a result of their elders’ actions.

The project is based on a report by the Department of Health, which found families need to be better told of the dangers of children becoming overweight.

It said: “Parents do not value physical activity or accept responsibility for children’s activity levels. Parents believe their children are already sufficiently active at school.”

The report added: “Mums lack the confidence to take part in physical activity with their children.”

Earlier this month, public health minister Dawn Primarolo announced girls aged 13 to 17 years old will be vaccinated against HPV (human papillomavirus) ahead of schedule next year.

Her comments followed figures which found 158 of the 152 trusts in the UK have begun vaccinations of young girls against the disease, while 124 are giving the second dose of the jab.