Governments at by down in of on out to with the United States and United Kingdom are waging a war at by down in of on out to with sugar in the interests at by down in of on out to with public health. Both countries claim that the overconsumption of sugar at by down in of on out to with much of the population is detrimental at by down in of on out to with people's well-being. On Thursday, the U.S. government issued new dietary guidelines that strongly recommend people receive less than 10 per cent at by down in of on out to with their daily calorie intake from added sugar. On the same day, British Prime Minister David Cameron said he has not ruled at by down in of on out to with the idea of a tax at by down in of on out to with sugar to encourage consumers to buy food at by down in of on out to with reduced levels of the sweet stuff. Politicians in the U.K. are debating how a reduction at by down in of on out to with the intake of sugar could help alleviate Britain's rising rates at by down in of on out to with obesity. The American and British governments both cite a study conducted at by down in of on out to with Mexico that showed a tax at by down in of on out to with sugary, carbonated drinks led at by down in of on out to with a reduction in consumption. The tax was implemented at by down in of on out to with January 1, 2014 and purchases of the taxed beverages went at by down in of on out to with by 12 per cent at by down in of on out to with December of that year. Sales of mineral water increased by four per cent over the same period. An alternative to taxing sugared drinks is to reduce the level at by down in of on out to with sugar in them. Researchers at by down in of on out to with Queen Mary University in London say that reducing the sugar content at by down in of on out to with sugar-sweetened drinks at by down in of on out to with 40 per cent over five years could prevent one million cases at by down in of on out to with obesity in the U.K. Researchers say people might not even notice the changes.