Supreme CBD faces backlash for using Ricky Hatton’s death to promote products

Supreme CBD is facing online backlash after references to its products appeared in tributes to Ricky Hatton following the boxing icon’s death, with critics accusing the company of using the late fighter’s passing as a promotional hook. The skincare-and-supplement firm markets itself as offering premium CBD oils aimed at wellness, and Hatton was among a slate of high-profile ambassadors who publicly endorsed the brand.

Hatton, 46, was found at his home early Sunday morning and died unexpectedly; authorities said the death is not being treated as suspicious. Hatton had served as an ambassador for Supreme CBD and often promoted the brand on social media alongside other celebrities, including Kerry Katona, Katie Price, Paul Merson, John Aldridge, John Hartson and Matt Le Tissier. The controversy over the company’s use of his memory has grown as fellow ambassadors issued tributes that intertwined personal memories with references to CBD products.

Across platforms, viewers criticized posts from the company and its affiliates as a perceived cash-in on Hatton’s death. In a video on Anthony Fowler’s Instagram page, the ex-professional boxer-turned-chief executive spoke about CBD and mental health, followed by comments from followers who questioned whether it was appropriate to promote CBD in the context of Hatton’s passing. Former Wales goalkeeper Mark Crossley posted a tribute video on X that he later deleted, and he also highlighted his own experiences with CBD and its perceived benefits. Other tributes from ambassadors drew similar responses, with critics arguing that mentioning CBD in connection with the boxer’s death felt inappropriate or opportunistic.

When the official Supreme CBD X account posted a tribute to Hatton, responses included harsh assessments that the post amounted to a soft sell or a vulgar use of a bereavement for marketing. Some commenters accused the brand of exploiting a loved figure’s memory for commercial gain, while others urged respect for Hatton’s family and fans.

The backlash comes against a backdrop of prior regulatory and reputational scrutiny. Supreme CBD has publicly disclosed assets of about £3.7 million in its most recent accounts, but the brand has previously drawn the attention of the UK Advertising Standards Authority for influencer endorsements. In February 2024, the ASA ruled that certain endorsements by Hatton, Le Tissier and other ambassadors did not adequately disclose their connections to the brand, prompting renewed concerns about disclosure and transparency in social-media promotions. The controversy extended to Fowler, who had claimed that CBD oil helped his daughter’s cancer-related pain and health struggles, a statement that drew significant criticism and later clarification from the ambassador.

The ongoing scrutiny extends to public-health considerations. Health authorities emphasize that while CBD may offer certain relief for some conditions, product quality varies and online-sold items can be of unknown content or potentially unsafe. The Mayo Clinic notes that CBD use can carry risks such as diarrhea, drowsiness and interactions with other medicines, and the NHS cautions that even CBD products sold as supplements may have variable quality and content. Medical professionals generally advise consulting a clinician before integrating CBD with other treatments to monitor liver effects and potential drug interactions.

Daily Mail Sport said it had reached out to Supreme CBD for comment on the backlash, but no statement was available at the time of writing. The company’s public profile and its relationship with high-profile ambassadors have long been a centerpiece of its marketing strategy, but the Hatton incident has intensified scrutiny of whether the brand’s promotional activities respect memory and bereavement, and whether it adheres to advertising standards.

The episode underscores ongoing tensions between influencer-led marketing in the cannabis sector and public expectations around corporate responsibility. For now, observers will await any statements from Supreme CBD and further guidance from regulators as the company navigates reputational risks tied to this high-profile association and to broader debates over CBD marketing practices.