Chuck Norris' Cash Grab

The former action star is abusing his WorldNetDaily column to shill for gold and survival-food companies that pay him to be their spokesman -- and WND seems totally cool with it.

By Terry Krepel
Posted 7/11/2022

Chuck Norris

This first happened in a March 2021 column, when he first signed up to be the company's spokesman:

In December 2020, Steve Forbes, editor-in-chief of Forbes business magazine, answered the question, "Will Gold Prices Skyrocket in 2021?" with a definitive "YES!"

Forbes explained why: "The reason is an age-old one: the government churning out too much money. Since the coronavirus crisis shut down the economy, Washington has spent trillions of dollars in relief efforts. The national debt has increased more in recent months than in the previous 10 years put together. Help was needed, but most of the spending came from money being created out of thin air by the Federal Reserve. This is a formula for inflation – and traditionally that means the price of gold will be moving up, big time."

When my wife, Gena, and I decided that I would become a spokesperson for GOLDCO, it wasn't a hard decision at all. We've been a big fan of gold and other precious metals for over 40 years. Gold has always been a part of our financial portfolio. Our gold's return has also helped us make future investments and even bailed us out of tough economic times. Let me explain.

And so Norris did, all the way down to "our most prized personal use of gold. On very special occasions, giving gold coins to someone has proven much more valuable than other gifts. Gold and silver gifts are not only personal and tangible, but also provide a great memory and sentimental moment that increases their net worth as well." He also tossed innumerous exhortations that gold will skyrocket -- with the implicit claim that his readers should buy their gold at the company that hired him to say all that.

As if that wasn't enough blatant shilling, WND's Bob Unruh followed up with a "news" article that tried to play up Norris' history of paid endorsements as some kind of seal of approval:

Legendary tough-guy actor Chuck Norris has done a number of endorsements and appeared in commercials.

He became a spokesman for the gun maker Glock when the company said it was looking for a spokesman to fit its "commitment to perfection, relentless innovation and disciplined precision."

Toyota, in an ad, played on his reputation as a man so tough he can't appear on Mt. Rushmore "because the granite there isn't tough enough for his beard."

Now, the WND columnist and author of "Black Belt Patriotism" has become a spokesman for the precious-metals investment company Goldco, explaining in a column that Joe Biden's economic policies could lead to a spike in gold prices.

The company plans to produce a monthly "Special Report" from the "Walker, Texas Ranger" actor about precious metal news and investment strategies.

Unruh then rehashed Norris' column, concluding with a few random "Chuck Norris Facts."

Hopefully Goldco threw some ad money WND's way -- lord knows they could use it -- for this embarrassing episode of pretending that a commercial is "news." Yet Norris apparently has WND's approval to do so. WND editor Joseph Farah gushed in his June 2 column:

I've known Chuck Norris for about 15 years. He's been a dear friend ever since I asked him, rather boldly, to be a columnist for WND. He's done everything I could ask and more – much more! Like promote himself as a WND columnist! I never dreamed that with a motion picture career, a television career, a martial arts career and a gonzo entertainment career like his he would ever do that. That's Chuck Norris. Now a young 81, he has given people who work with him his all.

And what's worst or better – I don't know which – he has a become a better columnist than ME. I don't know how he does it! He writes every week and has since the day he started. He has not disappointed.

He has with us in the best of times and the worst of times. He's a true friend.

And so is his wife, Gena, and his pastor, Todd DuBord.

Actually, as Farah almost certainly knows -- and as ConWebWatch noted a decade ago -- Norris doesn't actually write his columns; they are apparently ghostwritten by DuBord. We're not aware of Norris ever disputing that this is the case.

Then, Norris (well, DuBord) again used his column in a most unprofessional way: shilling for a company for which he's a paid spokesman. After spending a good part of his June 7 column ranting about the size of the national debt -- which somehow only President Biden got the blame for, even though his beloved Donald Trump increased federal debt by a whopping $7.8 trillion during his presidency -- it was time for his sales pitch:

It's high time for all Americans to quit waiting for federal or state governments to provide for your welfare, protection, relief and especially for permission to reboot your life, liberty and pursuit of happiness. It's time for Americans to quit hoping the feds will stabilize your money. It's not going to happen.

We need to protect what God has been good enough to give and to entrust to us: our faith, family, freedom and finances. I believe one of the best options for doing that is learning more and investing more in precious metals like gold and silver, as my wife, Gena, and I have been doing for 40 years. Through thick and thin, they've provided the financial backbone to our lives and livelihoods, and even brought us and our nonprofit mission, KickStart Kids, through some very tough times.

After researching a number of companies, we felt Goldco set the standard for integrity, the best advice and for helping Americans protect and grow their money. That's why I am proud to be an official spokesman for Goldco. In fact, Goldco is the only company I recommend for gold and silver.

Goldco's specialists can help you roll over or transfer assets from a 401(k), IRA, TSP, or pension account into a gold IRA. They work with mints around the world to source gold coins and bars and ensure that the gold you're buying is guaranteed to be 100% authentic. And they can even help you take a distribution in cash or gold.

The time for action and change is now! It's time for you to look beyond the dollar for your ongoing financial security and safety. Investing in precious metals is your way through and out of the next five years of inflation.

It's your life, future and finances. Take action now before it's too late. Contact a Goldco representative ASAP. At very least, go to their website and ask for the next edition of my FREE Goldco Church Norris Special Report and Bonus Newsletter. And tell them Chuck sent you!

Does Norris really need the money that badly that he feels he has to turn his column into someone else's paid ad? And does WND care so little about journalistic ethics that it lets Norris do that?

Norris' Nov. 8 column was his most blatant column ad yet, mostly because he's selling a silver coin with his likeness on it -- with a healthy dose of right-wing fearmongering and shilling for his employer:

I am so happy and honored to introduce to you the very first ever Chuck Norris Limited Edition Silver Coin from GOLDCO, a leader in the precious metals industry for whom I am honored to be a spokesman. Making the coin available is my way to show my appreciation to all of you who have supported me throughout my life. I want you to reap the benefits of silver to build long term wealth and protect your family's financial future, too.

Today, in our unstable economy and jobs that offer little to no long-term security, you never know when what you have can be totally lost or taken away. I don't have to remind you that America has lost her way and is in chaos on so many fronts. The proof is all around us. Goods are being held offshore. A massive and growing shortage of truck drivers to deliver those goods paralyzes commerce. Shelves in stores are already empty and projected to be wastelands for the holidays. With millions losing their jobs over refusals to be vaccinated, Biden's mandate mania is driving hundreds of thousands of more companies and local businesses to the brink of bankruptcy. As if lockdowns didn't do enough needless damage?

And let's not forget inflation is at a 30-year high, crazy high government spending is out of control, already leaving us with a gargantuan federal debt that will surpass $30 trillion by the end of the year. And to add insult to injury, the White House and Democratic Congress just passed another spending bill that will add another $2 trillion to the national credit card! Is Washington government run amok or what?

That is why there has never been a better time to diversify and invest in precious metals. Whatever minor fluctuations there are in year-to-year markets, precious metal investments are some of the most sound and rewarding, according to financial experts. And silver is your perfect option. As one charter financial analyst and precious metal expert estimated: "Uptrend in Silver Prices Looks Promising, Might Hit $50 per Ounce."

So, why not start or add to your silver collection with the brand-new Chuck Norris Silver Coin? Each coin weighs 31.10g, contains 1.0 Troy Ounce of 0.999 pure Silver, and is the size of a Silver Eagle. The reverse of the coin is engraved with the 5 principles for life that my mother instilled in me: Faith, Family, Fitness, Freedom, and Fight. A Certificate of Authenticity is included. The obverse of the coin features the Niue effigies Coat of Arms and Public Seal. This first-ever, legal tender Chuck Norris coin comes ready to showcase and enjoy with its own real wood display stand and patriotic packaging as an ode to my and others' military service.

Norris also wants you to know that this coin -- worthless outside of its silver value (which in itself doesn't make it the "legal tender" Norris claims it is) and alleged collectible -- makes a great Christmas gift, and that he had this extremely stilted conversation with his mother:

My 100-year-young mom was so thrilled to receive her first Chuck Norris Silver Coin. As she did, she said to me, reflecting back upon the struggle of our family's early years in poverty, "This sure will buy a lot of caramels!" We both laughed out loud!

But then I said quite seriously, "Mom, thanks to our GOLDCO precious metal investments, we and our family will never have to face a future of financial uncertainty again."

My wife, Gena, and I pray your family members will be able to say the same. We believe they can, and it all could start with gifting them their first limited edition Chuck Norris Silver Coin. Supplies are limited, and the coins are almost all gone, so please get yours today here.

You mean all those years of TV and movie acting didn't shore up Norris' finances? Or even the money GOLDCO is paying Norris to turn his column into the crassest form of self-promotional advertising?

Norris shilled again in his Jan. 24 column, starting it with the discovery of gold in California, then quickly moved to the hard sell with lots of fearmongering about inflation:

But discovery of and investment in precious metals doesn't have to be a point of distant history and another man's treasure trove story. It can be a part of your current events – a building enterprise in your own financial portfolio, especially with the massive increase in inflation and the instabilities in the dollar and other financial markets.

Can you believe how much inflation has increased this past year under a Biden administration? Wow! It truly has skyrocketed!

[...]

When my wife, Gena, and I decided that I would become a spokesperson for GOLDCO, it wasn't a hard decision at all. We've been a big fan of gold and other precious metals for over 40 years. Gold has always been a part of our financial portfolio. Our gold's return has helped us make future investments and even bailed us out of tough economic times.

During the economic recession in the late 2000s, most people were struggling to make ends meet let alone able to make donations to organizations like Kickstart Kids, which is our nonprofit charity that teaches students character through karate in middle schools across Texas. When donations were down, we were able to cash in some of our gold to help support our nonprofit life mission and those employed by it.

When I first surveyed the value of gold through the years, I was pleasantly surprised to learn that the universally prized yellow metal was the one commodity that kept soaring in value. In 1973, its average value was $97 an ounce, according to Macrotrends. By 1980, an ounce was valued at $614. Today, an ounce of gold is valued at $1835, climbing 80% of the time since 2000.

[...]

GOLDCO's specialists can also help you roll over or transfer assets from a 401(k), IRA, TSP, or pension account into a gold IRA. They work with mints around the world to source precious metals and ensure that what you're buying is guaranteed to be 100% authentic. And they can even help you take a distribution in cash or gold.

With the beginning of this new year, the time for action and change is now! It's time for you to look beyond the dollar for your ongoing financial security and future. Investing in precious metals is your way through and out of the next three years of inflation under Mr. Biden.

It's your life, family, future and finances. Take action now before it's too late. Contact a Goldco representative ASAP. At very least, go to their website with a single click and ask for the next edition of my FREE Goldco Chuck Norris Special Report and Bonus Newsletter. And tell them Chuck sent you!

It's almost cute how Norris is pretending he's doing all this research when, in fact, he's being paid to pass it along in his column and rope his readers into trying to buy gold because he told them to. Also note that he snuck in a plug for his own charity as well -- the money-grubbing never ends!

Shilling for survival food ... with Farah's help

Norris then discovered a new profitable venture to use his column to shill for. He began his April 18 column this way:

I'm definitely not an alarmist or fear monger, and I dislike those who are. Succumbing to fear literally robs us of life and paralyzes us from achieving our best.

At the same time, I don't believe in sticking our heads in the sands of ignorance or denial. I believe in having a plan, a back-up plan and preparing for the future in case of emergency. That includes preparing even for events we pray will never happen, like nuclear or civil war.

The world is a very volatile place, and even life in America is escalating more and more to a frantic peak. Let me give you some bad news before some good news. Consider just these few international and national news facts and headlines:

All of which, of course, were alarmist and fearmongering. Nevertheless, he repeated himself: "As I said, I'm not an alarmist, but I do believe in being ready in season and out of season no matter what comes."

He then started ranting about EMP attacks "that could knock out the power grid for months across the whole U.S. from a high-altitude detonation of a single nuclear warhead in the skies above us," then asked: "Imagine what would be the impact on our economy and your life if an EMP hit America simultaneously with an imminent global food crisis? Is that really so far-fetched when Biden himself recently confessed that the food shortage "is going to be real"?" That hint turned into a full-blown promotional ad a few paragraphs later:

All the preceding global and domestic threats, in addition to my love for America and Americans, is what prompted my wife, Gena, and I to decide to support and endorse some new survival resources we call "Roundhouse Provisions." (https://roundhouseprovisions.com/)

Please watch this brand-new 50-second video I just created about "Roundhouse Provisions," then visit the Roundhouse Provisions website to learn more about emergency survival and preparations. There you will also find some of the most tasty, nutritious and cost-effective options for food storage.

It may seem like a no-brainer to many, but in this terror-pervasive age, we all need to have "a personal survival kit" or a survival storage closet or room that contains essentials that could last us for months at a minimum.

Below is my list of essential emergency supplies. I know that some of these are costly items, so I'd encourage you to save for each, and check them off until you have them all.

[...]

Everyone (and I mean, everyone) should have essential emergency supplies, regardless of whether or not you're a survivalist. These items can help you and your loved ones survive a host of emergency situations or disasters, whether the cause is from weather, power outages, EMPs, or something worse – such as a terrorist attack – that completely shuts down communications, travel or the financial system for an extended period of time.

Preparation is absolutely key. When disaster hits, the time to prepare has passed.

Proverbs 27:12 says, "A prudent person foresees the danger ahead and takes precautions. The simpleton goes blindly on and suffers the consequences."

Or, as Howard Ruff, a financial adviser and writer, wisely and simply put it: "It wasn't raining when Noah built the ark."

(Again, please take a few minutes to check out our "Roundhouse Provisions." I bet you'll be glad you did.)

Yes, Norris is so shameless that he threw in a Bible verse as an incentive to buy his stuff.

The really sad thing, though, is that three days later, WND editor Joseph Farah devoted his column to praising Norris -- and endorsing his prepper fearmongering:

I truly love Chuck Norris. He's my hero, my friend, my Christian brother, my inspiration. And the funny thing is I rarely see him in these strange times in which we live. I take him altogether for granted – which means, for me, the matter is settled.

The reason I write this today is because he and I think alike. I don't have to talk to him regularly to know it. At a heart level, we see eye-to-eye.

Do we agree America is the greatest country ever devised by man? Yes.

Do we think Israel is the greatest country ever created by God? Yes.

Things like that – and so much more.

[...]

God bless Chuck Norris for issuing this timely reminder to all of us. It's worth the list of things he and his wife, Gena, prepared that we need to think about. They've done the hard work for us.

Every day, we see more of the kinds of economic and global conditions that can put us and our families at risk, the events we have to be prepared for – for ourselves, our loved ones and for the God who loves us all.

Why am I bearing my soul about this?

Because he just wrote a column in WND that took my breath away – truly.

[...]

I was moved by it – and I have been a "survivalist" most of my life. So, is my wife, Elizabeth.

It was like a wake-up call!

It was very real.

So much is happening to this nation and world now that we have been both expecting and dreading at the same time.

But we're talking about all these things as if they are somehow unrelated. They're not. They are "harbingers," as another dear friend would say – Jonathan Cahn, a man who was prepared by God for a time such as this.

The fact that Farah is clearly allowing Norris to used his column to make money instead of imparting useful information is another sign that WND has no interest in correcting the dubious business practices and editorial policies that have led it to the brink of insolvency.

Hyping his own charity

Norris has other causes that presumably don't remunerate him as well as GOLDCO does. In a slightly more ethical but still shameless example, he did some similar shilling in his Nov. 29 column, which started as a lament over someone sent to prison for stealing from the children's charity he ran, which morphed into a promotion of the children's charity Norris runs:

Americans spent roughly $10 billion on Black Friday. They will spend even more on Cyber Monday. I'm so glad that someone started "Giving Tuesday," an annual observance this week and global movement that reimagines a world built upon shared humanity and generosity.

A while ago my wife, Gena, and I did a WND interview for our KICKSTART KIDS Foundation (KSK at KickStartKids.org), which teaches character through karate in Texas Middle Schools. I think you will find what we share interesting and maybe even worthy of your "Giving Tuesday" or holiday donations.

The WND interview of unknown origin started with an especially mushy softball: "Everyone knows you (Chuck) from your martial arts, film and television careers. But you and your wife Gena's hearts and mission really centers around your foundation, Kickstart Kids, doesn't it?"

Norris' direct plea for money came at the end:

We would be honored to have some new partners join us this "Giving Tuesday" or Christmas season by donating online to KICKSTART KIDS here. Tell them Chuck & Gena sent you!

Merry Christmas, America! And may God bless all of our efforts and donations to help humanity and our future generations on this Giving Tuesday and beyond!

Like we said: utterly shameless.