This is a really interesting legal area. I wonder what the legal implications for social media influencers would be if FTX had used them for a PR push? I know of at least one YouTube video[1] pushing a positive sentiment for SBF but I don't think this form of modern "celebrity" was exploited as much as the traditional idea of celebrity was, i.e. Shaq and Tom Brady.

This brings up a really interesting question. If a person or business builds a brand, and another person or company fraudulently uses that brand as a form of promotion and trust building by proxy, is the brand liable for the fraudulent companies behaviors?

This is such a nuanced problem because there's plenty of "snake oil"[2] pushed by celebrities and influencers (Dr. Oz[3] comes to mind), just not at the scale that FTX did. If the court sides with the plantiff, it will set a very interesting precedent where anyone promoting a company will somehow have to do their due diligence. In the case of FTX, I don't know how you would do that research and it seems you would be signing up for accepting liability in the case that the company is fraudulent.

1 - https://www.youtube.com/watch?v=HPM6rf0-e6M

2 - https://en.wikipedia.org/wiki/Snake_oil

3 - https://www.cnn.com/2014/06/17/health/senate-grills-dr-oz