A UK regulatory body has launched an investigation into the monetisation of celebrity personas, with a specific focus on former US President Donald Trump’s ventures into branded Bibles and perfume. The probe, conducted by the Advertising Standards Authority (ASA), questions whether these products exploit consumer trust for financial gain. Trump’s Bible, marketed as the “God Bless the USA” edition, retails for $59.
99, while his fragrance line includes scents like “Trump Success.” The ASA is examining claims that such endorsements may mislead consumers by implying special value or divine approval. This follows broader concerns about celebrity-endorsed goods, but Trump’s case is distinct due to the religious nature of the Bible and his polarising political history.
The investigation underscores the fine line between permitted celebrity branding and potential deception, particularly when public figures leverage their status to sell low-quality or overpriced items. Consumer advocacy groups argue that such practices erode trust in both commerce and the individuals involved. The outcome of the probe could set a precedent for how UK regulators treat celebrity monetisation, especially in cases where the product’s symbolism carries deeper emotional weight.
Meanwhile, Trump’s representatives have dismissed the inquiry as politically motivated, asserting full compliance with advertising laws. The ASA expects to publish its findings in the coming months, potentially leading to fines or mandatory corrective statements.
