News

Sports stars endorse sugary, fatty foods

Sports stars endorse sugary, fatty foods

SELLING SUGAR: Sports stars, including LeBron James, often promote products that are less than healthy. Photo: Associated Press

By Genevra Pittman

NEW YORK (Reuters Health) – When Miami Heat star LeBron James isn’t scoring baskets, he’s busy – selling soda, sports drinks and fast food.

But James isn’t alone. In a new study, many top U.S. athletes, from Peyton Manning to Serena Williams, were all over television promoting food and drinks, most of which aren’t very healthy.

“We see these people – they’ve obviously (reached the top) of sports achievement, they’re obviously living a healthy lifestyle – and they’re endorsing these foods. And that kind of lends an aura of healthfulness to these foods and beverages that they don’t deserve,” said Emma Boyland, from the University of Liverpool in the UK.

“The message is really getting mixed up,” added Boyland. She studies marketing and children’s food choices but didn’t work on the new research.

The new study was led by Marie Bragg from the Rudd Center for Food Policy and Obesity at Yale University in New Haven, Connecticut.

She and her team compiled a list of advertising deals for 100 top athletes. In 2010, those athletes endorsed a total of 512 brands. About a quarter were food and beverages.

The athletes endorsed 62 food products, including burgers, cookies and cereal. Forty-nine of the 62 were high in calories and low in nutritional value.

They also endorsed 46 sports drinks, sodas and other beverages. And in 43 of those, all the calories came from added sugar, the research team wrote Monday in Pediatrics.

“What stood out to us was the striking irony of the practice of having the world’s most physically fit athletes endorsing these products,” Bragg said.

Based on TV viewing data, Bragg’s team found that teens saw more of the ads by athletes during the year than adults.

“We know that children and (teens) are really affected by this type of thing,” Boyland told Reuters Health. “We know that influences the type of foods they choose and they eat.”

It’s also clear that such selling tactics work, researchers said. The proof, they say, is that companies will pay athletes millions to endorse a product.

Bragg said parents should be aware that many products being marketed to children may be of questionable nutritional quality.

“Just because they’re athletes doesn’t mean that what they’re endorsing is healthy,” she told Reuters Health.

She said putting limits on TV watching is one step parents can take to reduce the influence of marketing.

Kathleen Keller has studied food branding and eating habits at The Pennsylvania State University in University Park. She says parents should explain how advertising works to children.

That’s because even if kids don’t watch TV at home, they will still end up seeing ads all over the place, she told Reuters Health.

“Within your home you can really teach your kids from a young age about what the purpose of marketing is, what the purpose of advertising is,” Keller said.

SOURCE: http://bit.ly/cxXOG Pediatrics, online October 7, 2013.

Recent Headlines

in Music

Evanescence’s Amy Lee gives birth to baby boy

Fresh
Amy Lee of American rock band Evanescence performs during the Rock in Rio music festival in Rio de Janeiro, Brazil, (Foto vom 02.10.11). "Jedes Mal, wenn wir ein Album machen, ist es ein grosser Meilenstein in meinem Leben", sagt die 29-jaehrige Frontfrau Amy Lee von Evanescence im dapd-Interview. "The Open Door" 2006 sei eine Art Abschied gewesen, "Evanescence" markiert nun einen Neuanfang. Die US-Rockband legt am kommenden Freitag (07.10.11) ihr drittes, selbstbetiteltes Album vor. (zu dapd-Text) Foto: Felipe Dana/AP/dapd

Amy Lee introduces her first child to the world with her Instagram account.

in Weird

Social media asks: ‘Who is the women in black?’

Fresh
Woman In Black

A quiet woman wearing a flowing, black dress has the curious wondering who she is and spurred a social media site to document her trek.

in Viral Videos

Mini Dominoes break World Record

Mini Dominoes

The challenge gets bigger as the Dominoes get smaller!

in Trending, Viral Videos

TODAY’S MUST SEE: How to cool a drink in two minutes

Cold Drinks

Never drink a lukewarm beverage again! Check out this helpful summer trick.

in Music

Glen Matlock denies new Sex Pistols reunion

John Lydon, right, and Glen Matlock of The Sex Pistols perform at the Roxy in West Hollywood, Calif., on Thursday, Oct. 25, 2007.

Sex Pistols star Glen Matlock dashes fans' hopes of another reunion by insisting he hasn't had any contact with John Lydon in five years.