What must have initially seemed like a social media marketing coup ended up garnering attention for all the wrong reasons. In 2014, a drugstore chain in New York posted a paparazzi photo to its Facebook and Twitter accounts of an actress carrying the store's shopping bags. To be sure, the brand's social media posts got a lot of attention, though not necessarily in the way the company had hoped. The actress filed a $6 million lawsuit against the company, claiming among other things that state laws protecting the use of her likeness for commercial purposes had been violated. She eventually...
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