Phillip Schofield clashed with a guest on This Morning today (Thursday July 4) over Cancer Research's new hard-hitting, obesity-targeted adverts.
Discussing whether Cancer Research was right to compare obesity with smoking, the guest argued that it wasn't.
Phil had other ideas.
Cancer Research UK's latest ad shows a packet of cigarettes, however the brand name reads: "Obesity is a cause of cancer too."
Along the bottom of the advert, it reads: "Like smoking, obesity puts millions of adults at a greater risk of cancer."
Although hard-hitting, the campaign has been criticised by some for comparing smoking and obesity, with many claiming it's wrong.
Phil and Holly, joined by the guest and Vanessa Feltz, discussed the advert.
But when the guest argued against the advert, Phil sprang into action.
"A lot of the time if you're obese you've got your head in the sand," he began.
The facts are that obesity and treatments for being overweight cost the NHS £6billion a year.
"The facts are that obesity and treatments for being overweight cost the NHS £6billion a year.
"The annual spend on the treatment of obesity is more than the police, the fire service and the judicial system combined. The overall combined cost of obesity is £27billion a year."
He went onto say when she argued that there was a danger of fat shaming: "You have got your head in the sand, you're a denier."
Phil's approach divided viewers on Twitter.
Others felt it was wrong to bring obestity into it.
While some either agreed or disagreed, one Tweeter said: "Love it when Phil goes in for a debate. Go on Phil!"
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