This paper critically examines the current National Institute for Health and Clinical Excellence and National Health Service guidelines on weight management and the avoidance of obesity (NG7). We demonstrate that the guidance is unlikely to produce the desired effect of enabling people to reduce or control their weight through the twin strategies of dieting (primarily using the calories‐in, calories‐out approach) and increasing their levels of exercise. The paper provides a critical examination of these guidelines and concludes that they are unlikely to encourage maintenance of ‘healthy’ weights or prevent obesity, are not based upon particularly strong evidence and are misguided in maintaining a persistent focus upon weight rather than other indicators of health. Moreover, we suggest their promotion may produce a number of unintended consequences, including perpetuating body‐related stigmatisation and anxieties. Copyright © 2016 John Wiley & Sons, Ltd.