February 1st 2025.
Matty Campbell, a well-known bodybuilder, sprinter, and football player, has recently been in the spotlight for promoting the body-building supplements of Ghost US. This brand has been under scrutiny for its alleged deceptive marketing tactics aimed at children. Campbell gained fame as Bionic in BBC's revival of Gladiators, a role he took on just last year. With a massive following of 25,000 on Instagram, he regularly shares pictures from the gym, showcasing his chiseled physique. He also partners with various brands, including the US-based Ghost, promoting their products to his followers.
Ghost Lifestyle, with over 500,000 followers on social media, sells nutritional supplements that are endorsed by top fitness influencers. Their website claims to offer convenient and healthy snacks, protein powders, and energy drinks to enhance performance on the field, track, or gym. In line with this, Campbell has shared discount codes with his followers, allowing them to avail of these products at a lower cost. He also frequently sports apparel from Ghost while working out.
However, Ghost has faced criticism in the past for its attractive and fun packaging, which some claim makes the products appear like sweets. The brand has also been endorsed by influencers with a young audience. As a result, in December 2022, Ghost US was reported to regulators by watchdog group Truth in Advertising and the University of Connecticut Rudd Center for Food Policy & Health. According to The Mirror, the brand was accused of violating Federal Trade Commission and US Food and Drug Administration laws and targeting children with deceptive marketing tactics through the use of influencers.
The complaints specified Ghost's use of candy flavors, such as Swedish Fish and Sour Patch Kids, which are already licensed. Laura Smith, the legal director of TINA.org, stated that within a few weeks of the complaints being filed, Ghost removed certain unproven health claims from their website. This included bold statements about their products' ability to ease anxiety and balance hormones. Smith added that while using candy flavors for adult-only products is not illegal, Ghost's marketing tactics mimicked popular candy wrappers and targeted minors without disclosing that the products are only intended for healthy adults.
Gladiator Campbell, with his 25,000 followers on Instagram, often shares gym pictures of himself. He joined Gladiators just last year and is a part of the second series of the BBC revival, hosted by TV veteran Bradley Walsh and his son, Barney. The original UK version ran from 1992 to 2000, hosted by Ulrika Jonsson and John Fashanu. It returned for a short run on Sky in 2008 and 2009. Campbell, who stands tall at 6 ft 6 in, expressed his excitement about joining the show, saying that he never expected to receive the call to be a Gladiator. He also added that the training and hard work have finally paid off for him, and he is eager to get started.
The BBC declined to comment on the matter, and representatives for Matty Campbell have been contacted for a statement. If you have a celebrity story, video, or pictures, you can reach out to The Agency entertainment team via email, phone, or by visiting their Submit Stuff page. They would love to hear from you.
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