Fizzy drinks should be heavily taxed and junk food adverts banished until after the watershed, doctors have said, in a call for action over obesity.
The Academy of Medical Royal Colleges, which represents nearly every doctor in the UK, said ballooning waistlines already constituted a "huge crisis".
Its report said current measures were failing and called for unhealthy foods to be treated more like cigarettes.
Industry leaders said the report added little to the debate on obesity.
The UK is one of the most obese nations in the world with about a quarter of adults classed as obese. That figure is predicted to double by 2050 - a third of primary school leavers are already overweight.
Doctors fear that a rising tide of obesity will pose dire health consequences for the nation.
The Academy of Medical Royal Colleges is a "united front" of the medical profession from surgeons to GPs and psychiatrists to paediatricians. It says its doctors are seeing the consequences of unhealthy diets every day and that it has never come together on such an issue before.
Its recommendations include:
Prof Terence Stephenson, the chair of the Academy, evoked parallels with the campaign against smoking.
He told the BBC: "That required things like a ban on advertising and a reduction in marketing and the association of smoking with sporting activities - that helped people move away from smoking."