Initiatives taken to deal with childhood obesity in England have been criticized because they lack efficient strategies. The British Medical Association said that government strategies against childhood obesity are weak and lackplansthat health experts believe can work.

The association stated that the initiativesdo not include restriction on TV advertisements that promote unhealthy food habits and cheap availability of junk food. In addition, the plan to reduce sugar in children's food and drink by 20% also is ineffective as it does not oblige manufacturers to do so.

As part of the plans, government asks the food and drink industry to cut 5% of the sugar in products that will target children in future. A food industry body said manufacturers are making progress in cutting sugar. Officials said the proposed reduction in the sugar can also be possible with reducing size of the portions.

Introducing physical activities at school is also a part of the program. The plan asks primary schools to conduct least 30 minutes of physical activity a day. It also aims to encourage parents to indulge their children in physical activity for same duration at their homes to help them achieve health standards.

Tax would be levied on sugar drinks by 2018. The tax collected could increase funds given to schools to promote sports in schools. The tax announced five months ago will contribute £10m to school breakfast clubs annually.

"Although the government proposes targets for food companies to reduce the level of sugar in their products, the fact that these are voluntary and not backed up by regulation, renders them pointless", said Professor Parveen Kumar, chairwoman of the BMA's board of science.

A report published in FT informed, "The publication of the strategy, first expected in December 2015, has been continually delayed and its eventual release — coinciding with Team GB’s Olympic successes — shows a shift towards daily exercise rather than restrictions on industry."

Under the plan, to be published on Thursday, food producers will be asked to make a 20 per cent reduction in the sugar content of children’s foods such as cereals and yoghurts by 2020, but this will be a request rather than a mandatory target. Public Health England will publish updates on industry progress every six months.

The government had announced in the Budget in March that it would be introducing a sugar tax on the soft drinks industry. Officials have now confirmed that the money raised from this levy will be invested in programmes to reduce obesity and encourage physical activity and balanced diets for schoolchildren. The investment will include £10m annually to help school breakfast clubs provide healthier food.

According to a report in BBC by Smitha Mundasad, "The new plan includes a voluntary target for manufacturers to cut sugar in children's food and drink by 20%, and a drive for every primary school child to exercise for an hour a day. The British Medical Association called the 20% target "pointless" and said ministers had "rowed back" on promises. A food industry body said manufacturers were making progress in cutting sugar."

The government's plan asks the food and drink industry to cut 5% of the sugar in products popular with children over the next year. It says the ultimate target is a 20% sugar cut, with Public Health England monitoring voluntary progress over the next four years. Officials say this reduction in sugar could also be achieved by making portions smaller, for example.