Melamine has tainted not only milk powder, but also the fame of some celebrities who have appeared in TV commercials for the brands under fire.

Snooker star Ding Junhui, who represented the dairy brand Mengniu in television ads, made public apology and said that he will donate part of his endorsement fee to help the victims.

Yang Lan, a famous TV hostess in China, wrote in her blog that in a mature market, a brand's spokesperson has the right to end a contract and gain compensation if the brand damages his or her image.

Yang Lan's words have aroused a debate over whether these celebrities should take partial responsibility in the incident.

An article in the Zhejiang-based Qianjiang Evening News quotes some netizens as saying that the only thing celebrities can do before signing an endorsement contract is to check whether the brand is reliable, and recognized by the national quality watchdog. The quality of a product should be inspected by a government organization, rather than the individual who represents the brand to the public.

The article also argues that celebrities should take some responsibility for what they have said in commercials. For example, the actress Deng Jie said in Sanlu's TV commercial that "I am very picky when it comes to baby milk powder. It's quality has to be guaranteed. I trust Sanlu baby milk powder." The article points out that Deng Jie has never had a baby, so her words may have misled consumers.