Controversy Erupts as Gladiators Star Bionic Promotes Deceptive Marketing to Kids

Overview

The popular Gladiators star, Matty Campbell, known as Bionic, is facing backlash for promoting a brand accused of deceptively marketing body-building supplements to children. The American company Ghost has been reported to regulators by the UConn Rudd Center for Food Policy & Health and the watchdog TINA.org.

The Allegations

Ghost sells sports nutrition products, including protein powders and energy drinks, that experts claim could be harmful to children. Campaigners argue these products are packaged like sweets and are marketed by influencers who appeal to younger audiences.

The watchdog Truth In Advertising accused Ghost of violating FTC and FDA laws by marketing its products in ways that attract children. They allege the brand uses deceptive marketing tactics through popular influencers, making it unclear that these products are intended only for healthy adults.

Industry Response

Legal Director Laura Smith from TINA.org stated that Ghost has recently removed some unsubstantiated health claims from its website, including assertions regarding anxiety reduction and cognitive enhancement. Despite the legality of using candy flavors for adult products, the branding has been criticized for targeting minors.

Smith emphasized the potential health risks these products pose to children, noting that pediatricians and sports dietitians do not recommend such supplements for kids. The controversy comes as the Gladiators show continues to gain popularity, drawing over six million viewers per episode.

Conclusion

As the situation unfolds, both Matty Campbell and Ghost have been contacted for comments regarding the allegations of unsafe marketing practices targeting children.