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.