Intellectual Property

False Endorsement

Any person who, on or in connection with any goods or services … uses in commerce … [any] false or misleading representation of fact, which is likely to cause confusion, or to cause mistake, or to deceive as to the … sponsorship, or approval of his or her goods, services, or commercial activities by another person … shall be liable in a civil action by any person who believes that he or she is or is likely to be damaged by such act.

Although separate from right of publicity, it is often used as a substitute for such.