Gladiator Bionic is promoting a brand which has been accused of deceptively marketing body-building food supplements to children. The kids’ TV favourite – aka Matty Campbell – plugs US firm Ghost on his Instagram with pics of himself on the hit BBC show. Followers can get discounts and the chance to win free tubs. Ghost sells fitness fans sports nutrition like protein powder and energy drinks which experts say can harm kids. Campaigners say they are packaged like sweets and promoted by influencers popular with youngsters.

Watchdog Truth In Advertising reported Ghost to US regulators in December 2022. They accused it of violating Federal Trade Commission and U.S Food and Drug Administration law, claiming it “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. And they alleged: “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.”.

Speaking last night, Laura Smith, Legal Director at TINA.org 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.” Ms Smith 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. The risks and implications of children, including teenagers, using such supplements are relatively unknown. However, paediatricians and sport dietitians have spoken out publicly about how they would not recommend them for use by kids. Our revelation comes as the show, which drew more than six million viewers an episode, continues to enjoy huge popularity. Last February, we revealed how four stars of the show - Steel, Sabre, Fire and Dynamite - had been called “irresponsible and foolish” after plugging energy drink Nocco, which its makers say should not be drunk by youngsters.

Matty, 29, and Ghost were contacted for comment. Speaking last night, Laura Smith, Legal Director at TINA.org 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. The risks and implications of children, including teenagers, using such supplements are relatively unknown. However, paediatricians and sport dietitians have spoken out publicly about how they would not recommend them for use by kids.