Junk food endorsed by sports stars influences food choices in boys, a study has found.

The study by the Centre for Behavioural Research in Cancer surveyed 1,300 boys and girls in grades five and six at Melbourne primary schools.It found 65 per cent of boys are more likely to choose a food product if a male sports star is featured on the packet, but girls were far less likely to be influenced by sports celebrity endorsements.The testing showed children two packets of unhealthy food, one slightly healthier than the other.It then let children compare food with plain packaging, and food packaged with nutrient content claims, a sports celebrity endorsement or some other promotional technique such as a premium of the product.The Obesity Policy Coalition's Jane Martin, one of the report's authors, says if the product was endorsed by a male sports identity it increased the likelihood of a boy choosing the unhealthy product.

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