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

Kings of Leon drummer returns to the road

Fresh
Nathan Followill, of Kings of Leon, is seen backstage at the Grammy Nominations Concert on Wednesday, Dec. 2, 2009, in Los Angeles.

Nathan Followill has confirmed he'll be back behind the kit after breaking his ribs in a tour bus crash.

in Music

Justin Bieber charged with dangerous driving

Canadian pop singer Justin Bieber drives a quad bike at the beach as he takes a break in a resort in Punta Chame on the outskirts of Panama City in a January 27, 2014 file photo.

Justin Bieber has been charged with dangerous driving and assault following an altercation and collision on Friday.

in Weird

Delta flight diverted over reclining seat dispute

A Delta Air Lines jet takes off from Ronald Reagan Washington National Airport in Arlington, Va., Monday, July 28, 2014. In a victory for airlines and their workers' unions, the House rejected consumers' complaints and passed legislation letting airline advertising emphasize the base price of tickets, before taxes and fees are added.

An argument over leg room and reclining seats forced a Florida-bound flight from New York to divert to a different airport.

in Music

Survivor’s Jimi Jamison dies at 63

Members of the band Survivor in the earl 1980s: (L-R) Marc Droubay, Jim Peterik, Stephen Ellis, Frankie Sullivan, Jimi Jamison

The family of Survivor rocker Jimi Jamison has thanked fans for the outpouring of support following his sudden death on Sunday.

in Trending, Viral Videos

TODAY’S MUST SEE: Boy’s hilarious reaction to baby news

19-overlay3

This little boy is NOT excited about being a big brother again, but his reaction is priceless.