A senior executive with Coca-Cola says Mayor Bloomberg’s proposal to ban the sale of large sodas and other sugary drinks unfairly singles out an industry.

Steve Cahillane is president and CEO of the company’s Coca-Cola Refreshments unit. He says the measure is overly simplistic and would do nothing to address the complex problems of obesity and other health issues.

Cahillane spoke to The Associated Press in an interview Thursday while attending a Clinton Global Initiative America gathering in Chicago.

Last week, Bloomberg proposed limiting portion sizes of sugary drinks to 16 ounces at New York City’s restaurants, sidewalk carts, movie theaters and sports arenas. City officials say it’s an attempt to fight America’s obesity epidemic.

Businesses violating the rules would face fines of $200 per failed inspection.

(Source: NBC New York)