Matty Campbell, known as Bionic on the popular BBC show Gladiators, has recently come under fire for his association with the US brand Ghost, which has been accused of deceptively marketing body-building supplements to children. The athlete, who joined the revived series last year and boasts over 25,000 followers on Instagram, has been promoting Ghost’s products through his social media, which delivers protein powders, energy drinks, and other nutritional supplements.
Ghost Lifestyle claims to provide high-quality supplements aimed at fitness enthusiasts, often encouraging potential customers to "believe the hype" about their products. They market their items with vibrant packaging and fun candy-flavored options, such as Swedish Fish and Sour Patch Kids, which have drawn significant criticism for their appeal to younger audiences. According to The Mirror, Campbell has not only shared images of himself using these products but has also offered his followers discount codes and opportunities to win free items from the brand.
Despite its friendly marketing image, Ghost's practices have raised concerns among watchdog groups. According to campaigners from Truth in Advertising (TINA.org) and the University of Connecticut Rudd Center for Food Policy & Health, Ghost's packaging was reported to regulators for being misleading and appealing to minors. Laura Smith, the legal director of TINA.org, expressed serious concerns, stating, "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."
The allegations against Ghost date back to December 2022, when the brand was accused of violating Federal Trade Commission (FTC) and US Food and Drug Administration (FDA) laws because its marketing targeted children without proper disclosures. Smith emphasized, "Consumers who see Ghost's marketing on social media, gaming platforms, or on the company’s website are not informed, but rather misled to think these products are suitable for children." Notably, Ghost has faced scrutiny for employing influencers popular with young audiences, including Campbell.
Following the complaints, Ghost removed several controversial health claims from their website, including false assertions about their products aiding anxiety and hormonal balance. Smith noted, "While using candy flavoring for adult-only products isn't illegal, the presentation and promotion strategies adopted by Ghost pose significant concerns. If Matty Campbell has youth followers, his marketing should clearly disclose the safety risks of these products, primarily intended for healthy adults."
The gladiatorial show Gladiators has surged back to popularity, garnering millions of viewers per episode. Alongside Campbell, the show features hosts Bradley Walsh and Barney Walsh, adding to the thrilling atmosphere. The show's return has generated excitement, particularly with the introduction of new Gladiators, such as Cyclone, who has captivated the audience with her captivating presence.
Campbell spoke about his role on Gladiators, expressing his surprise and excitement at being selected for the lineup. "Never did I think I would get the call to be part of Gladiators. It's surreal, and I've worked hard to prepare for this moment," he remarked. Yet, as his popularity grows, the responsibilities attached to his endorsements become more pressing, especially as the scrutiny surrounding Ghost intensifies.
Campaigners and health experts have spoken out against the use of these types of supplements among children. Pediatricians and sports dietitians have consistently stated they would not recommend supplements like those sold by Ghost for use among youngsters, warning about potential health risks. The controversy raises important questions about the ethics of marketing practices, especially concerning the influence of popular celebrities and athletes with significant youth followings.
Despite the backlash, Campbell's representatives have not yet commented on the growing criticism, nor has Ghost addressed the complaints directly. The university-based watchdog and other health advocates continue to monitor the situation closely, as the narrative around Ghost evolves amid the changing perceptions of health, safety, and marketing integrity.
With the pressures of modern marketing, particularly for health-related products, the lines blur between targeting adult consumers and inadvertently appealing to children. This controversy serves as a reminder of the responsibilities held by influencers and brands alike, especially when dealing with potentially harmful products. The eyes of both fans and critics are on Campbell, as he navigates his newfound fame amid this controversy.
Recently, the show has sparked debates not only about the physical prowess displayed by its contestants but also about the ethical responsibilities tied to endorsements and promotions of fitness products. The dynamic nature of the Gladiators franchise raises questions about celebrity influence and how it affects young audiences. Social media’s pervasive role cannot be underestimated, as influencers like Campbell play pivotal roles in shaping consumer perceptions.
It is yet to be seen how this controversy will affect Matty Campbell's profile as he continues to weave through the competitive arena of Gladiators, but one thing is as clear as the packaging on Ghost’s products: scrutiny of the connection between celebrity endorsements and children's health will only intensify.