responsorbility

An act that is normally overlooked when committed by the average person, but causes an uproar due to celebrity status. Often this results in the cancellation of a monetary contract due to the bad publicity and the company's attempt to distance itself from the event.

After pictures of Michael Phelps smoking a bong circulated the internet, Kellog Co. chose not to renew their sponsorship contract with Phelps, citing that Phelp's behavior was not consistent with their corporate image - his failure to meet his responsorbility cost him dearly.