A journalist from the DAILY MAIL alerted me to the fact that yet another celebrity having decided to sell dietary supplements, interviewed me on the subject, and eventually published an article about it. One would not have thought that the Beckhams are short of money – so, why did David Beckham turn into a snake-oil salesman? I am far from being able to answer this question. What I now do know is that, via his firm ‘IM8’, he has started marketing two supplements (one of his slogans is ‘Built by Science, Trusted by Beckham’):
Daily Ultimate Essentials: All-in-One Supplement
This is a ‘multi-everything’ supplement. The only truly remarkable thing about it is its price tag. There are hundreds of similar products on the market. Almost all of them are much cheaper, and none is helpful for anyone who is healthy and consumes a balanced diet, as far as I can see.
Daily Ultimate Longevity: Healthy Aging
The implication here seems to be not a trivial one; the name clearly implies that we live longer, if we regularly bought this supplement. Not onlly that, we would also be healthier! I can see no evidence for either of these claims, yet a simple calculation tells me that we would be considerably poorer, if we fell for this advertising gimmick.
On the website, we learn a bit more:
At IM8, our commitment to science goes beyond innovation—it’s the foundation of everything we do. A world-class team of experts from space science, medicine, and academia has united with one goal: to revolutionize wellness. We’ve pioneered CRT8™ (Cell Rejuvenation Technology 8), designed to enhance cellular rejuvenation and push the limits of what’s possible in health.
Each of our products undergoes rigorous third-party testing and clinical trials, ensuring purity, efficacy, and results you can trust. With IM8, you’re getting scientifically driven core nutrition for optimal health and longevity.
___________________
I feel embarrassed for the ‘world-class team of experts from space science, medicine, and academia’ who give their good name to this hyped up nonsense. Moreover, I ask myself whether David Beckham’s new attempt to increase his wealth might be a case for the Advertising Standards Authority (ASA).
5 Responses to David Beckham jumped on the ‘supplement-gravy-train’ – a case for the ASA?
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It appears to be a US company so ASA will not be interested. Technically if the goods are being offered to UK buyers, then UK advertising rules should apply, but I doubt that any UK regulators would take it up.
They do say they will ship to “31 countries”, which includes the UK.
So, time to check their claims in some detail to see if they are worth reporting to the ASA.
They claim “efficacy”.
And the evidence for that is?
If none, yes, false promotion and ASA must be told.
Can the Prof ask the company for the evidence?
(Avoid ad hominem on Beckham, and refer to ‘IM8’.
OK, the “Science” bit of their website contains a lab analysis of their product, which shows that it contains what they say. This proves nothing about efficacy.
Two “clinical trials” are linked too: both small and still under way. No results available, obviously, but they are touting “expected outcomes”.
Can’t find any actual evidence of anything…Might be somewhere I haven’t looked yet, but dinner beckons…
Mr Beckham and his band of experts seem to have blundered when they described this product as ‘Daily Ultimate Essentials: ALL-IN-ONE Supplement (clue).
Take a look at the list of ingredients and you might spot a major group of ‘essential’ nutrients that are absent from this ‘all-in-one’ formulation. So what have they left out?
No doubt, David Beckham & Associates will sell bucket-loads of this reassuringly expensive product in America, but cash-strapped Brits may have to extend the limit on their credit cards in order to get a slice of Brand Beckham.