Under Section 43(a) of the Lanham Act, false endorsement occurs when a person's identity is connected with a product or service in such a way that consumers are likely to be misled about that person's sponsorship or approval of the product or service." While most of these cases arise in the context of a popular celebrity, some courts have held that celebrity status is not a necessary prerequisite for a successful false endorsement claim under the Lanham Act.
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