Children are being tricked into unhealthy food choices by marketers who make misleading nutritional claims and use celebrities to endorse their products, according to research by an anti-obesity action group.
Boys are the main victims and are 96 per cent more likely to choose unhealthy food products if they have nutrient claims like "high in calcium" or "good source of protein" on the packaging.
They are 65 per cent more likely to choose unhealthy products if they are endorsed by male sports stars.
Only male sport starts were used for the study. They had no impact on girls food choices, but girls were nonetheless 66 per cent more likely to make unhealthy choices based on nutrient claims.
"Featuring nutrient content claims and sports celebrity endorsements on unhealthy food products can tip children's food preferences towards less nutritious products," says Dr Helen Dixon, senior research Fellow for obesity prevention at the Cancer Council Victoria.