Doctors have warned that parents hardly ever spot obesity in their children, resulting in damaging consequences for their health.
In a study of 2,976 families in the UK, only four parents thought their child was very overweight. Medical assessments put the figure at 369.
The researchers, writing in the British Journal of General Practice, said obesity had become the new normal in society. Experts said the study showed the "enormity" of the obesity epidemic.
The team, from the London School of Hygiene and Tropical Medicine and the UCL Institute of Child Health, gave questionnaires to nearly 3,000 families asking if their child was obese, overweight, underweight or a healthy weight.
The results showed that nearly a third, 31%, of parents underestimated the weight of their child.
An accurate diagnosis kicked in only at the very high end of the scales.
The main explanation for parents not identifying their child's weight problem is that society as a whole has become so fat we have collectively lost our sense of a healthy weight.
You can read more about this story on the BBC News Website here.
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