Sugar is in the news. Recent draft reports from expert bodies suggest that the intake of sugar should be substantially reduced to decrease the risk of obesity and diabetes and to improve dental health and media coverage has implied parallels with smoking. This talk will briefly review the evidence underpinning the risk assessment for sugar but will focus on the policy options to reduce sugar intake, with an emphasis on the consumption of sugar-sweetened beverages. It will consider whether lessons from tobacco control policies can inform the strategy for sugar.