The boycott call was issued by armed forces human resources director Avi Zamir when he addressed students in Herzliya, near Tel Aviv.

"I can't take on Bar Refaeli, but you can," the mass-circulation Yediot Aharonot newspaper quoted him as saying in urging Israelis not to buy products she promotes -- including lingerie.

Bar Refaeli, 24, who is reported to have recently rekindled her romance with U.S. actor Leonardo DiCaprio, already stirred anger in the army when she got an exemption from military service when she got married in 2007, but she divorced soon after that.(AFP)