Britain is attempting to tackle its growing childhood obesity problem. Recently, British officials started a new campaign to warn parents that they may be “killing their children with kindness.”

Parents who indulge too many of their children’s desires, says the campaign, may be unwittingly setting them up for problems with heart disease, diabetes or cancer.

This is not the first time Britain has tried to curb childhood obesity. Critics say the British government’s past initiatives to fight the problem have failed. A quarter of all four- and five-year-olds are currently overweight in England, and about one-third of children age 10 or 11 are also obese.