Top celeb names for sale

Former lifestyle-show host Jude Dobson has done it for years, Silver Ferns captain Bernice Mene did it and now former news reader Richard Long is getting in on the act.

More and more news readers, television hosts and sports stars of the past are taking advantage of their reputations as credible, trustworthy authorities by putting their name behind the latest bank, baby product or health supplement.

But consumer bodies say celebrities should be cautious in their choice of endorsement, to protect themselves and the consumer.

Consumers Institute chief executive David Russell said personalities were entitled to trade on their reputations. But as consumers were likely to place more trust in claims made by a celebrity, he said it was important they took extra care when choosing what to put their name to. "All advertising must be held to high scrutiny, but ... there has to be a greater responsibility placed on the celebrity to ensure the integrity of the product or service they're endorsing."

Kiwi consumers are being sold homes by interior designer Sally Ridge and home loans by former All Black-turned-sports commentator Grant Fox.

Mr Long, who left TV One's news-reading team two years ago, said he took the obligation as a spokesman for Elders Finance very seriously. The investment company was one he felt he could endorse with "a clear conscience" after spending two days with it, learning about its product. He acknowledged people might trust him more because of his background, but said consumers who took his word for gospel without researching the product were perhaps "a little naive".

Ridge, an interior designer, said she had done "months" of research into Sovereign Homes before agreeing to advertise its products because, ultimately, it was her reputation on the line.

The issue of whether news journalists should dabble in advertising has hit the headlines of late, with TV One sports reporter and radio host Tony Veitch suspended from his on-screen presenting duties for appearing in an ad for the Interdominion trotting series, contrary to TVNZ's editorial policy.

Canwest's soon-to-be-launched station Radio Live is also grappling with the issue of whether to allow its announcers to endorse products on air, as is common on rival station Newstalk ZB.

While Newstalk boss Bill Francis said announcer endorsements were a commercial reality, TVNZ news boss Bill Ralston said it was essential to maintain a clear line between those who tell the news and those who sell products.

Christchurch Polytechnic's broadcasting school head Paul Norris agreed.

"You can't have someone on the one hand giving you an objective and dispassionate view of the news and the next minute hustling some product. The listener who is trusting this person will be inclined to transfer this credibility to the product," said Mr Norris.