Gladiators star under fire for ‘promoting body-building supplements deceptively marketed towards kids’
One star of Gladiators has caught heat for promoting a brand that has long been accused of deceptively marketing body-building food supplements to children.
Matty Campbell is a bodybuilder, former sprinter, and footballer. He’s also known for appearing as Bionic in the BBC revival of Gladiators, which he joined last year.
The athlete boasts 25,000 Instagram followers, a platform where he regularly shares snaps from the gym, showcasing his very toned physique.
He’s also prone to the odd paid partnership, one of those being with the US brand Ghost.
Ghost Lifestyle has over 500,000 followers on social media. They sell nutritional supplements which, as their website states, are ‘highly recommended by all the top fitness influencers.’
Urging potential customers to ‘believe the hype’, the brand offers convenient healthy snacks, protein powder, and energy drinks to assist consumers in performing on the field, track, or in the gym.
Ghost has been accused of deceptively marketing their gym supplements towards children (Picture: Instagram)
Campbell has promoted discount codes in affiliation with the brand so his followers can get money off, and he often wears their apparel while working out.
However, Ghost has come under fire in the past, with campaigners claiming their vibrant, fun packaging makes them look like sweets.
The brand is also promoted by influencers with young audiences.
Consequently, in December 2022, Ghost US was reported to regulators by Watchdog group Truth in Advertising (TINA.org) and the University of Connecticut Rudd Center for Food Policy & Health.
As quoted by The Mirror, the brand was accused of ‘violating Federal Trade Commission and US Food and Drug Administration law’, alleging its packaging is designed ‘in a manner that appeals to children’.
What’s more, they claimed the brand ‘targets kids with deceptive and unfair marketing by, among other things, using influencers popular among children’.
‘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,’ they added.
In filing the complaints, they specified the brand’s use of already licensed candy flavours, including Swedish Fish and Sour Patch Kids.
Legal director of TINA.org, Laura Smith, said this week that ‘within a couple of weeks’ of the complaints being filed, Ghost ‘removed certain unsubstantiated and unapproved health claims from its website’.
This allegedly included bold claims that their products can help to ease anxiety and balance hormones.
‘While using candy flavouring for adult-only products is not illegal, TINA.org’s investigation revealed that Ghost branded its products to mimic popular candy wrappers and targeted minors without properly disclosing that the products are only intended for healthy adults,’ added Smith.
On behalf of the advertising watchdog, she called out Ghost for their ‘epic failure’ in ‘preventing unwarranted health and safety risks to children’.
As such, she declared the company’s marketing ‘unfair, deceptive, and in violation of the FTC Act.’
On Gladiator Campbell’s involvement in particular, Smith said: ‘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.’
Gladiators is hosted by TV veteran Bradley Walsh and his son, Barney.
The original UK version began in 1992 and was presented by Ulrika Jonsson and footballer John Fashanu. It lasted on ITV for eight years until 2000.
It then returned for a short run on Sky between 2008 and 2009.
Upon joining in 2024 as part of the new lineup, Campbell, who towers at 6 ft 6 in said: ‘Never in a million years did I expect to get the call to be a Gladiator.
‘It’s a feeling that’ll never sink in. The training and hard work have finally paid off for me; I can’t wait to get started!’
The BBC declined to comment.
Gladiators star under fire for ‘promoting body-building supplements deceptively marketed towards kids’