Celebrities who promote junk food criticised

[Posted: Fri 14/11/2003 - www.irishhealth.com]

By Deborah Condon

Celebrities who endorse junk food should be ashamed of themselves and such promotions should be banned, a prominent medical journal has said.

The Lancet was responding to a recent review of the link between food promotion and eating behaviour in children, carried out by the British Food Standards Agency. That review referred to the 'big four' of television advertisements; sugared breakfast cereals, soft drinks, confectionary and savoury snacks. It also mentioned the increasing promotion by fast-food outlets.

Singer, Beyonce, is currently promoting soft drink, Pepsi

In its editorial, the journal suggests that such advertising is contributing to the rise in obesity and other conditions, such as diabetes, especially among children.

"One of the most invidious techniques used by junk food advertisers is to pay sports and pop celebrities to endorse foods. This is especially bizarre since sports celebrities need a properly balanced diet to achieve fitness. Such celebrities should be ashamed", the editorial said.

The journal acknowledges that there are many factors that contribute to obesity, including a lack of exercise. However it says there are a number of things that can be done 'in the battle against junk food'. These include banning celebrity endorsements of junk food and removing confectionary from supermarket checkouts.

"The industry that provides healthy foods needs to take a leaf out of the junk food industry and promote its products more effectively - cauliflower, sprouts and broccoli are not advertised enough", it says.