Source: China Daily

02-26-2009 12:06

BEIJING, Feb 26 -- US celebrities have traditionally remained circumspect about appearing in advertisements for food, drug and cosmetic products, knowing these could soil their reputations and bring stiff fines.

Pop star Michael Jackson, for one, raised public ire when it was discovered he had never sipped a Pepsi before appearing in an ad for the cola.

US stars prefer safer bets, like fashion and perfume brands, with slimmer chances of subsequent court appearances.

Most false advertising in the US appears on TV shopping channels strictly monitored by watchdogs bristling to charge those responsible with commercial fraud. The strictest advertising stipulations apply to food, drugs, diet aids, alcohol and cigarettes.

US celebrities who exaggerate products' qualities in false advertisements face huge fines and risk becoming fallen stars.

UK legislation aimed at curbing child obesity bans celebrities from advertising for junk food brands in TV programs designed for viewers younger than 10.

The rule nixed Gary Lineker's Walkers potato chip commercials and Beyonc's Pepsi endorsements from being shown during children's shows.

Comparable product placements were also banned, while other measures outlawed advertising designed to encourage children to pester their parents for foods high in salt, sugar and fat. Some Western celebrities instead opt to appear in ads in other countries, where they face a diminished risk of negative publicity.

 

Editor:Qin Yongjing