Show Business: Let the Stellar Seller Beware

The FTC means to hold endorsers liable for false pitches

If advertising had existed two millenniums ago, Caesar would surely have endorsed chariots, Cleopatra barges and Cicero throat lozenges. It does exist today, and it offers about as easy money as celebrities can make, whether they be Catherine Deneuve purring for a perfume, James Garner clicking away for a camera company, or Joe Namath and Joe DiMaggio rustling something up in the kitchen. The right match of personality and product must pay off, since advertisers regularly provide the stars fees of $100,000 for a...

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