Defamation: Slander & Libel Defamation is the communication of a statement that makes a claim, expressly stated or implied to be factual, that may give an individual, business, product, group, government, or nation a negative image.  If the defamation is written or published, it is called Libel, if it is spoken to a 3rd party, is is called Slander.

The Right to Privacy and Protection of Personality

Invasion of Privacy is a tort which allows a party to bring a lawsuit against an individual who unlawfully intrudes into his or her private affairs, discloses his or her private information, publicizes him or her in a false light, or appropriates his or her name for personal gain.

Each individual has a "Right of Publicity," a right  to control the commercial use of his or her name, image, likeness or other unequivocal aspects of one's identity.  This can occur where there is an unauthorized endorsement.