• In a free market, superstar athletes like Peyton Manning, LeBron James and Serena Williams are free to negotiate celebrity endorsement contracts with any company that they choose.

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  • In a free market, parents, pediatricians, anti-obesity advocates and health & fitness nerds like myself are free to be peeved that superstar athletes like Peyton Manning, LeBron James and Serena Williams choose to endorse products with a direct link to childhood obesity, Type 2 diabetes, heart disease, etc.

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  • In a free market, anti-obesity advocates like Yale’s Rudd Center for Food Policy & Obesity are free to research which superstar athletes are most likely to trade their celebrity status with children for big endorsement contracts with companies who market  products with a direct link to childhood obesity, Type 2 diabetes, heart disease, etc.

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  • In a free market, anti-obesity advocates like Yale’s Rudd Center for Food Policy & Obesity are also free to distribute that research to the media in an attempt to shame superstar athletes like Peyton Manning, LeBron James and Serena Williams about their decision to endorse products that threaten the health of their young fans.

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  • In a free market, public health experts are free to postulate what would happen if superstar athletes like Peyton Manning, LeBron James and Serena Williams had been exposed to the same kind of celebrity endorsed messages that today’s kids are exposed to.

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  • In a free market, we are free to absolve Big Food corporations of any & all responsibility and choose to heap all the blame on the parents who buy their children junk food.
  • In a free market, we are also free to recognize that childhood obesity isn’t as simple as “blame the parents” or “blame the corporations” or “blame the government”, and that parents, government, food producers and superstar athletes like Peyton Manning, LeBron James and Serena Williams have all played a role in the obesification of our children.
  1. Parents feed their kids too much junk food.
  2. Government officials are manipulated by the lobbyists of Big Food producers into placing corporate profits ahead of the health of our children as well as the exploding healthcare costs that threaten the financial health of our countries.
  3. And superstar athletes (and other celebrity endorsers) ignore the reality that the kids who look up to them are being harmed by their financial decisions.
  • In a free market, we are free to use social media to tell our sports heroes that we want them to stop selling junk food to our kids
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  • In a free market, we are free to tell our politicians to cut junk food subsidies, promote healthy eating and to force Big Food producers to stop advertising junk food to our pre-teen children.

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  • In a free market, we are also free to accept our share of the responsibility and stop feeding our children huge quantities of junk food.

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Childhood obesity is a real threat to the future health of our children and there is more than enough blame to go around.

What Now???

  • If you want to check out the study looking at superstar athletes and their involvement shilling for junk food companies, head over to the Rudd Center website and read it – Athlete Endorsements in Food Marketing – Pediatrics
  • If you want to apply some pressure on the athletes named in the study, go to their social media profiles (Twitter & Facebook are a good place to start) and tell them that you are not impressed. You can also contact the teams that they play for and tell them that you are not impressed with the behaviour of their employee.
  • If you want to apply pressure to the government, write/email/call your representatives directly and tell them that you expect them to start putting the health of young kids ahead of the health of corporate balance sheets.
  • And if you want to apply pressure to the producers of junk food….STOP BUYING JUNK FOOD FOR YOUR KIDS.

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What do you think?

  • As a parent, do you appreciate Peyton, LeBron and Serena telling your kids to eat junk food?
  • How would you feel if they were advertising cigarettes or alcohol?
  • Should today’s athletes be expected to project an positive image of health & fitness?
  • If an athlete’s image is tarnished for taking PEDs, shouldn’t it be tarnished for marketing junk food to children?
  • Do athletes in team sports have a duty to their team to project an image of sportsmanship, athleticism,etc?
  • Do you consider the modern athlete a positive role model for our kids?
  • Do you appreciate junk food producers running advertisements on programs/websites dedicated to pre-teens?
  • Do employees of junk food producers have an ethical responsibility to not manipulate pre-teens?
  • Tobacco, alcohol and firearm producers are prohibited from marketing to children…why not producers of products that promote obesity, diabetes and heart disease?
  • Should our political representatives be placing the health of our children above the profits of junk food producers?
  • Should our politicians be placing the profits and jobs of junk food producers over the health of our children?
  • Should parents stop their kids from watching tv shows with ads for junk food?
  • Should parents contact tv networks to complain about junk food advertising aimed at their kids?
  • Should parents contact their politicians and demand expanded limitations on marketing products to children?
  • Should parents teach their kids about what advertisers are trying to do by running ads during Sesame Street et al?
  • Should parents be teaching their kids about living a healthy lifestyle?
  • Should parents ignore their kids demands for junk food?
  • Should parents feed their kids healthy food most of the time?
  • Should parents eat healthy and teach their kids by example?
  • Should I take a chill pill and stop stressing about junk food producers trying to brainwash our kids, politicians placing their financial wants over the health of our kids and parents abandoning their responsibilities and feeding their kids junk food every day???

Reference

3 comments

  1. I’m on board with your stance on the issue but do you really think Gatorade is junk? What if it is used as intended to replace electrolytes and hydrate after excercise? I can say personally that it helps me recover if I sweat a lot.

  2. I have no issues with Gatorade as a sports drink. It makes total sense for an athlete to rep Gatorade. As well, Serena repping milk makes sense as well. My issue is with them repping soft drinks, junk food, sugary breakfast cereals, etc..

  3. Most Gatorade drinkers I see are barely doing enough exercise to burn off the calories in the drink.

    My rule of thumb is an hour or less of intense exercise: just water

    Two hours 1 bottle water, 1 energy drink (if its hot) if over three hours (like mountain biking) then I would take 1 bottle of energy drink per hour.

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