Stars’ junk food ads under fire

CELEBRITIES should be banned from promoting junk food, a leading medical journal said yesterday.

A hard-hitting editorial in The Lancet also called for legislation to force the junk-food industry to “clean up its act”.

Earlier, British MPs were told stars such as David Beckham who promotes fizzy drinks and snacks should share the blame for children’s bulging waistlines.

David Hinchcliffe, chairman of the Commons Health Select Committee, said: “They are responsible for lending their names.”

The Lancet referred to Food Standards Agency figures which showed obesity had over the past 10 years doubled in six-year-olds to 8.5% and trebled in 15-year-olds to 15%.

A king-size chocolate bar provided a fifth of the daily calories needed by a child of 10. And compared with traditionally-cooked meals, a chicken nugget takeaway was 30% higher in calories. A quarter-pounder burger with cheese was 52% higher.

The Lancet said one of the most insidious techniques used by junk-food advertisers was to pay sports and pop celebrities to endorse their products.

“Such celebrities should be ashamed, as should others who get caught in the web of junk food promotion,” said the editorial. “Celebrity endorsement of junk food has to be banned.”

The journal also attacked the BBC for franchising its Tweenies characters to McDonald’s, a deal worth £32 million.

The Government also came under fire for allowing Cadbury’s to market chocolate in the Get Active Campaign. Children taking part in the scheme could exchange chocolate wrappers for sports equipment.