Celebrity endorsements are high-value commercial arrangements. The brand pays for the association with the celebrity's image and reputation. The contract must address image rights (which are not directly protected in UK law but can be protected through contract), exclusivity, and what happens if the celebrity's reputation suffers.

• UK has no personality rights — protection comes through trade marks and contract
• Morality clause: essential given reputational risk
• Image rights: common to licence through a personal service company for tax efficiency
• Exclusivity: carefully define competitive categories
• Duration: typically 1–2 years with option to renew
• ASA: any paid endorsement must be disclosed if not obviously advertising

Legal reference: Trade Marks Act 1994; ASA CAP Code; CMA Consumer Protection Regulations 2008