"We in no way endorse this product that is using him to promote and take money from people here in New Zealand," wife Gemma McCaw posted on Instagram. McCaw's agent said legal action was being considered but it was "reasonably difficult" to trace the source of the scam.
Celebrity endorsement scams flourished just over a decade ago. Suddenly we had Warren Buffett, Bill Gates and Mark Cuban - falsely - promoting Neurocell pills. Kim Kardashian, who has always denied surgical enhancement of her famous figure, was aghast when her likeness was used by Mexican plastic surgeon Dr Victor Ramirez to advertise his services.
Images of Adele and Victoria Beckham were used to promote the Rasperry Ketone diet. Not content with that, the scammers splashed pictures of the Duchess of Cambridge, Kate Middleton about as well.
No celebrity, it seems, is immune. Oprah had to sue over ads for weight-loss teas.
One pioneer in the trade is Canadian Internet entrepreneur Jesse Willms who made millions in a very short time.
A US Federal Trade Commission lawsuit alleged Willms took an estimated $669 million from customers in the US, Canada, Australia, the UK, and New Zealand by using bogus "free" product offers to deceive consumers, charging for products and services they did not want or agree to purchase.
Willms eventually acquiesced to a $514 million settlement. Part of the settlement now prohibits Willms and his 11 companies from using false or deceptive endorsements and testimonials.
Today, Willms bills himself as digital marketing entrepreneur and boasts of founding 22 direct marketing brands with more than 600 million in global sales - and his methods are deployed by myriad others across the world wide web.
It appears there is no way to stop the practice, except through due diligence by consumers. Before deciding to buy a product because someone famous endorses it, stop and check.
