American badass, Chuck Norris, is now setting the bar on what you buy. The action star is now lending his name, to a laundry detergent.

Era is launching a series of ads featuring Chuck Norris. It is also placing a small label on its product that states it is 'Chuck Norris approved'.

Now anyone who is a fan of Chuck Norris knows he doesn't just 'approve' things, he chooses to let them survive. And I'm pretty sure he doesn't have to do his laundry. Stains probably fear him.

I mean, come on, the dude fought a bear.