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GETTY Steve Miller: The weight loss guru has amped up his campaign

Promoting ‘big is beautiful’ (AKA fat and proud) is plainly wrong.

Alongside the NHS staff badges campaign, the presenter of Sky 1 TV show Fat Families also wants to champion restaurants having a warning on their menus, which reads ‘If you are fat, think before ordering’. Steve told Express.co.uk in February what he believes is causing the nation’s obesity problem. “Promoting ‘big is beautiful’ (AKA fat and proud) is plainly wrong,” he said. “Endorsing such a mantra opens up the floodgates for millions to potentially suffer severe medical conditions such as type 2 diabetes, coronary heart disease, cancer and stroke.

Incredible celebrity weight loss transformations Tue, June 12, 2018 Incredible celebrity weight loss transformations. Play slideshow Getty 1 of 21 Natalie Cassidy shows off her slim figure at the Soap Awards in 2018

GETTY Steve Miller: Obesity has been linked to 11 types of cancer

“I like to think most humans are attractive on the inside and I would champion a cause for that. However, how on earth can we endorse overweight as attractive?” He says “pussy footing” around and using euphemisms like ‘overweight’ and ‘big boned’ is killing people and the message ‘fat is acceptable’ need to be more clear. Reacting to the report published today, Steve has recommended a number of shock measures he believes will tackle the problem head on. His first suggestion is junk foods should carry a warning sign that reads ‘Fat Causes Cancer’.

GETTY Steve Miller: 'Fat Cayses Cancer' labels on junk food is one of his recommendations