Are there any restrictions on the use of celebrities in advertising?

Yes, there are restrictions on the use of celebrities in advertising in California. Under the California Business & Professions Code section 17533.7, businesses must ensure that any endorsements they use are truthful, clear, and not deceptive. For example, if a business uses a celebrity to endorse their product, the celebrity must have actually purchased or used the product, and the advertisement must clearly state that. In addition, businesses must obtain the necessary approvals from the celebrity for using their image or portrayal in advertising. This includes obtaining written consent from the celebrity, ensuring that the celebrity has read and understood the advertising clause, and safeguarding that the public does not perceive the celebrity’s endorsement as an endorsement of the business by the celebrity. Furthermore, businesses must ensure that the celebrity is not depicted as endorsing products that are illegal or that may be harmful to consumers. The California Business & Professions Code section 17500 makes it a crime to knowingly make any false or deceptive statements in advertising, and businesses should avoid making any implied claims in their advertisements that the celebrity endorses certain products. In short, there are restrictions on the use of celebrities in advertising in California. Businesses should ensure that they are familiar with the rules and regulations before using any celebrity endorsements in their advertising campaigns.

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