Bukenya who took a team of investors from South Korea to the plaintiff’s going on to prove that the plaintiff was indeed a successful commercial farmer in her region who was even tasked with added responsibilities of heading a number of groups engaged in commercial farming under auspices of the NAADS programme. Was popular and influential such that seeing her on a billboard promoting any product such as that of the defendant would influence numerous persons to do so including things like the consumption of the defendant’s product of Agro Save Account. Therefore since the plaintiffs’ had acquired such good reputation it is the plaintiff ceased to be any ordinary person in society, who had gained such good will which the defendant sought to exploit to sell their product owing to the category of persons they were targeting. On the whole therefore, I find that the plaintiff had gained good will in her personality which the defendant and third party unjustifiably tapped. False endorsement False endorsement occurs when a person's identity (typically a celebrity's identity) is connected with a product or service in such a way that consumers are likely to be misled about that person's sponsorship or approval of the product or service. In Nanoomal Lissas Motiwala (u) Ltd v Sophie Natongo & Others, HCCS No.430 of 2006 court noted among others that the likelihood of confusion is the probability that reasonable consumers will be confused or deceived and will believe the infringing goods or services come from or are sponsored or endorsed by a complainant or that the two are affiliated thus from the resolution of the earlier issues above it is evident that the plaintiff did not endorse the promotion of the defendant’s new product Agro Save Account as she had no previous dealings