David Beckham accused of sending ‘confusing messages’ to children after signing up to be the face of Scotch whisky Haig Club

Charity Alcohol Concern is urging the father-of-four to pull out of the deal

David Beckham attends a forum for Chinese Super League (GETTY IMAGES)

You’d think running around in his underwear for H&M would have done the trick.

But one charity is accusing David Beckham of sending “confusing messages” to children after he signed up to become the face of a new whisky.

The former footballer and ex-Spice Girls manager Simon Fuller have partnered with drinks company Diageo to launch a new single grain Scotch whisky, Haig Club.

As well as acting as a brand ambassador, Beckham is set to promote a “responsible drinking programme” for the spirit.

Despite this, charity Alcohol Concern is urging the father-of-four to pull out of the deal, saying that the “global icon” with a “wide appeal to children” is sending out the wrong signals to his young fans.

“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,” deputy chief executive Emily Robinson to The Metro.

“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, and we call on the star to rethink his association with this product.”

“We and David Beckham take our responsibility in this area very seriously,” a spokesperson at Diageo countered.

“David will lead the promotion of the responsible drinking programme. We have always been completely clear in our view that alcohol should only be consumed by adults and we do not want underage drinkers as consumers.”

Beckham himself is yet to comment.