Celebrity endorsement.21 L&L Advertising just signed a contract with movie star Lance Willard for

celebrity endorsements of Bud’s Best bacon. The president of the firm assigns the account to Annie,who

soon learns the awkward fact that Lance has just become a vegetarian. The president assures her that all

legal requirements for the endorsement are satisfied, but Annie is uneasy and consults the American

Advertising Federation’s Advertising Ethics and Principles. It states that “advertising containing testimonials

shall be limited to those of competent witnesses who are reflecting a real and honest opinion or

experience.”When Annie interviews Lance, he assures her that Bud’s Best has been his favorite brand of

bacon since he was a kid. However, he learned during a recent medical checkup that his cholesterol is

dangerously high, and his doctor advised him to avoid such high-cholesterol foods as bacon and eggs.

He decided to avoid all meat, for good measure. Annie diplomatically asks Lance if he is comfortable

endorsing bacon. Lance responds that his conscience is clean, because he will describe only the taste and

quality of the product, which he genuinely believes are tops, and say nothing about whether bacon is

healthy. If consumers are going to eat bacon, they may as well eat the best. Besides, many persons can eat

a reasonable amount of bacon without adverse health effects. It is up to consumers to decide what kind

of diet is right for them. Is it ethical for L&L to use Lance’s endorsement? Is it ethical for Lance to give it?