The eatwell plate includes sugar and foods and drinks containing sugar-- but not in large amounts. Really the whole of the diet is about balance.
It should be remembered that it is the added sugars that are the ones best avoided in excess. While the sugar that is locked into the inside of fruit is not so much a problem.
The maximum recommended for most is 90 g per day. for women and 120 g for men. As a teaspoon holds about 5 g of sugar that means a maximum of 18-24 teaspoons full per day.
For someone who takes 3 sugars in teas and has about 7 cups a day then it does not leave much for the jam, sweet biscuit, pudding, ice cream or other food which contains sugar.
So the message really is to be careful and to balance the diet with not too much, fat, salt, alcoh;l or sugar.