Dodgy
Gladiators star risks wrath of show bosses after he ‘promotes product accused of deceptively marketing to children’
Gladiators is a family favourite hit BBC show, but one star's links to a US company could be cause for concern
A BBC Gladiators star could land himself in hot water for his promotion of a US supplement brand, which has been criticised for its 'deceptive marketing' practices.
TV's Gladiators star Matty Campbell, who is better known as his TV alter ago Bionic, has previously promoted US firm Ghost with pictures of him posing with supplements and products on his social media.
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However it could be a tricky collaboration for the star, as the brand is known for its range of protein powders and performance focused supplements - all of which could be deemed harmful to children.
With Gladiators such a family favourite show, Campbell has a younger fanbase who could be influenced by his promotion of the brand.
According to the athlete has offered his 25,000 followers the chance to win some Ghost products for free.
However it's not clear if Campbell is in contract with the brand, with his promotion of Ghost via his personal Instagram rather than a dedicated account for his on-screen persona for the BBC show.
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The partnership is with the people behind the Gladiators, the athletes, rather than the Gladiators themselves. He has never posted or promoted Ghost as a Gladiator. It is nothing to do with their BBC on-air persona.
Ghost has previously been reported to regulators in December 2022 with Watchdog Truth In Advertising (TINA) accusing it of violating Federal Trade Commission and U.S Food and Drug Administration law.
The oragnisation slammed Ghost as it claimed the company "packages its energy drinks and supplements in a manner that appeals to children."
They also claimed it "targets kids with deceptive and unfair marketing by, among other things, using influencers popular among children" which could include popular figures like Campbell.
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In their complaint to regulators, the Watchdog also added: "Consumers who see Ghost’s marketing on social media, gaming platforms or on the company’s website are not informed, however, that these products are only intended for healthy adults."
The organisation also highlighted Ghost's use of licensed candy flavours, such as Sour Patch Kids and Swedish Fish as problematic.
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Laura Smith, Legal Director at TINA.org, has also spoken out with concern for Ghost's marketing practices and for the use of figures like Campbell.
She said: "Within a couple weeks of TINA.org’s complaint to the FTC, Ghost removed certain unsubstantiated and unapproved health claims from its website, including claims that its products can reduce anxiety and balance hormones, as well as some, but certainly not all, cognitive enhancement claims.
"While using candy flavoring for adult-only products is not illegal, TINA.org’s investigation revealed that Ghost branded its products to mimic popular candy wrappers and targeting minors without properly disclosing that the products are only intended for healthy adults.
"Ghost’s epic failure to prevent unwarranted health and safety risks to children renders the company’s marketing unfair, deceptive, and in violation of the FTC Act."
Directly referencing Campbell's social media promotion she added: "If Matty Campbell has a youth fanbase and is marketing products that are unsafe for children, then the marketing should clearly and conspicuously disclose this safety information."
There is concern around the use of supplements for children and teenagers, with many paediatricians and sport dieticians previously speaking out publicly about how they would not recommend them for use by kids.
The Sun has contacted Matty and the BBC for comment on this story.
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