Retired footballer David Beckham has been criticised by Alcohol Concern for promoting a new brand of whisky.
The 38-year-old and manager Simon Fuller have teamed up with company Diageo to launch Scotch whisky Haig Club.
Despite promoting a "responsible drinking programme", Beckham has been slammed for using his celebrity status to help sell alcohol, which could send "confusing messages" to young people.
"It's incredibly disappointing that David Beckham, a global icon who has wide appeal to children has chosen to use his sports star image to promote spirits," said deputy chief executive of Alcohol Concern Emily Robinson
"Given David Beckham's 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."
Beckham, who is a father of four, recently announced plans to create an MLS franchise in Miami.