I think the murkiness of cases like this is that it's not clear that the speech is purely commercial. As someone mentioned elsewhere, it seems somewhat analogou

I think the murkiness of cases like this is that it's not clear that the speech is purely commercial. As someone mentioned elsewhere, it seems somewhat analogous to product placements in rap songs. There's clearly some commercial activity going on, but the root activity is also artistic—rappers would rap even if they didn't get paid for it, and celebrities would maintain social accounts even if they couldn't do product placements there. FDA labeling is generally fine, but would we force an artist doing a large edible art installation to slap nutrition labels on it? Personally, I don't really see what the big deal is. Consumers shouldn't be naive enough to buy something just because a celebrity likes it, but then again I've never understood the appeal of celebrities in the first place.