Recommendations and Reality
Let's remember one more thing: Organizations like WHO, American Dietary Association, etc. all make baseline recommendations. That is to say, if they say "Drink 8 cups of water a day" that means the LEAST you should drink is 8. Meanwhile, the public still considers that to be an unthinkably high amount and struggles to down even 6 cups amidst the panoply of other beverages.
If they say "Consume 25 grams of fiber daily" that means AT LEAST 25 grams. Meanwhile, the public says "Where am I supposed to get THAT much fiber?!" whilst eating their one apple and one serving of broccoli a day amidst a sea of potatoes and white breads, meats and cheeses.
When they say "Eat 5 servings of fruit and vegetables a day" they mean the bare MINIMUM should be 5 a day - not "that's the most you could handle a day." But people still eat only 2-3 servings a day, consider half an apple all they want to eat in one sitting, and count potatoes as a vegetable serving.
SO, when the WHO says "no more than 10% of calories a day from sugar" ..... What they mean is, that is the MOST anyone should have, daily. Not that you need even that much. It's fine if you have 0% sugar, or rather, even better! This recommendation is set for people who are eating 25%, 40% or whatever high amount of sugar. They need to get a glimpse at reality.
Sugar is empty calories (at best) and many will say it has destructive effects, downs the immune system, creates acidity, feeds bad bacteria, etc. People need to start eating real food, healthy food. If they hear WHO say "10%" then maybe they will cut back... to 20%... 15%... maybe even 10%! And they will be the better for it.
Most people (the general public) never fully reach the guidelines set out for them. It's good for there to be a "high standard" set before them. This way at least they will modify their diets to be less harmful. And for those who do follow the recommendations, at least they are eating a moderate and balanced diet (without harmful excesses). And those truly health-conscious people (like those on this site) will realize these recommendations are just the beginning, we are free to go further on our own initiative. (12 glasses of water? 35 grams of fiber? 10 fruits and veggies? Yes! It's possible! It happens!)
Kudos to the WHO, this time they are trying to point people in the right direction!