Beckham under fire for Haig tie-up

A leading charity has red-carded David Beckham for his association with Diageo’s new Haig Club brand, claiming the tie-up sends a confusing message to children.
Alcohol Concern says Beckham, who is also the face of Sainsbury’s Active Kids programme, should pull out of the deal for the Diageo-owned brand, which launched this week.
Emily Robinson, deputy chief executive of Alcohol Concern, said in a statement: “It’s incredibly disappointing that Beckham, a global icon who has wide appeal to children, has chosen to use his sports star image to promote spirits.
“Given his other roles promoting sport and a healthy lifestyle to children, we believe this will send a confusing message to them about the dangers of alcohol and its impact on a healthy lifestyle. We call on the star to rethink his association with this product.”
Diageo has responded by claiming Beckham would lead a responsible drinking programme for the whisky later this year.
It added: “Diageo and David Beckham take our responsibility in this area very seriously. As well as abiding by all laws and industry codes, we have our own, very stringent guidelines on responsible marketing of our brands.”

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