All the PR campaigns about the effects of negative body image have led to serious health issues - parents won't even admit that their children are overweight.
Half of the mothers who took part in a study thought that their obese four or five year-old was normal weight, as did 39 per cent of the fathers, according to the February issue of Acta Paediatrica.
When it came to overweight children, 75 per cent of mothers and 77 per cent of fathers thought that their child was normal weight.