Is it okay for role model type athletes to advertise junk food?

The campaign against obesity gathers apace in the UK. On Question Time last week Janet Street-Porter made the good point about two of England's greatest/best loved footballers and how they are currently endorsing crisps and soft drinks, drawing attention to the hypocrisy of this situation. Does everybody agree that it is absurd for the likes of Lineker and Beckham to be doing this? As if they needed the money anyway? Or is this a draconian stance, assuming they should take some responsibility somehow for encouraging people (esp. kids) to consume products supposedly not good for them? Obv. a packet of Walkers crisps - as evil as they are with regards to packet size vs actual crisp content - or can of Pepsi - as evil as it is in pushing that disgusting high-fructose corn syrup sugar substitute or whatever it is that makes it taste inferior to Coke - once in a while is not cause for concern of course. But it suggests there is a problem wider than the waists of so many football fans out there perhaps. Of course Coca-Cola are the chief sponsors of Euro 2004 as well and I wonder if this is the sort of thing the Government should be hmmmming about if they really give a shit about the nation's diet.