Don’t call the outrageously fat “obese,” doctors in Britain have been told. Why? The label could damage their self-esteem, the country’s health watchdog said in newly released policy papers.

The guidance comes as realization dawns that an estimate 41 percent of men and 33 percent of women in England are overweight, and a quarter of them outright obese, by standard medical definitions, The Telegraph reported.

Just don’t tell them that.

Be “respectful and non-blaming” to “minimize harm,” the country’s Center for Public Health advised in new policy guidelines for doctors treating those who are fat. Also in the policy papers: Recommend them to “lifestyle weight management,” rather than fat farms, and shy from using “derogatory” terms such as “obese.”

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