03 February 2024 , 17:41
870
0
Gladiators, ready - to get the thumbs down for promoting an energy drink unsuitable for children.
Four kids’ favourites from the rebooted show have been called “irresponsible and foolish” after plugging Nocco, which its makers say should not be drunk by youngsters. A can contains 180mg of caffeine – double the amount of 250ml of coffee.
The athletes who play Steel, Sabre, Fire and Dynamite promote it on their personal Instagram pages, which also have details of their roles. A source said the promotion is unrelated to their TV roles.
But Dr Deborah Lee, of Dr Fox Online Pharmacy, said: “It is irresponsible for Gladiators to advertise energy drinks on their Instagram. They should be positive role models for kids. This is the opposite.”
Athletes advertising Nocco on their Facebook pages
The promo has been branded 'irresponsible'This was echoed by Andrew Merrick, whose son Joshua, 19, died after using high-caffeine drinks. He said: “It’s irresponsible and foolish to advertise these types of drinks.”
TOWIE's Chloe Brockett makes cheeky dig at Saffron Lempriere during filming
Last month’s Gladiators launch featuring ex-Olympian Fire (Montell Douglas), former UK’s fittest man Steel (Zack George), weightlifting champion Sabre (Sheli McCoy) and Crossfit European champion Dynamite (Emily Steel) drew 6.4 million viewers.
Mr Merrick added: “When you see the Gladiators, that’s what a young person would aspire to. Strong, healthy. But they didn’t get that way by drinking these drinks [which] have no health benefits.”
The drinks have been linked to serious health problems
Weightlifting champion Sheli McCoyJoshua, from Manchester, died of natural causes but a toxicologist could not rule out energy drinks contributing.
The drinks have been linked to heart problems, high blood pressure, obesity, ADHD, stress, tooth decay, asthma and suicidal feelings. Studies say 30% of UK children have energy drinks with up to 21 teaspoons of sugar in weekly – Europe’s highest rate. In 2019, ministers vowed to stop sales to children in England.
A ban is yet to be implemented but some supermarkets have set a voluntary one. Nocco’s website states that the drink is not recommended for children, pregnant women, breastfeeding women or those with caffeine sensitivity.
A spokesman for Gladiators declined to comment.