Over the past few months it been hard to avoid the tabloid furore over un-faithful celebrities. First it was Tiger Woods, then came John Terry and now Ashley Cole has returned to the spotlight once again over allegations of adultery. But as the sordid reports continue to roll in, it’s not just the reputations of the celebrities that are becoming tarnished.

Each year, organisations invest millions of pounds into using fame and power to endorse their brand. Understandably, the use of the right ‘celebrity advertising’ at the right time can prove highly beneficial, but the reliance on famous personalities can also have the adverse effect. Already in 2010, we’ve seen Nike, Tag Heur, Gillette and Accenture cut Tiger Woods from their alliances for fear of their own public image. This is not to mention the stir John Terry and Ashley Cole’s recent behaviour has caused – their affairs could cost the entire England team a £30m sponsorship deal.

Celebrities carry a massive responsibility both through their career and their social life. As role models, they are expected to keep a squeaky clean appearance for all to see. This means that the sex, drugs and rock ‘n’ roll lifestyle of Ronnie Wood is entirely unacceptable for those fronting a family brand like Iceland – a mistake made famously by Kerry Katona last year.

Ultimately brands have no control over their celebrity endorser’s private life, but I think recent events will certainly see organisations become savvier in their marketing decisions. Perhaps Citroёn’s new campaign with John Lennon and Marilyn Monroe could prove the way forward for ‘safe’ celebrity endorsements?