Unauthorized celebrity endorsements mislead consumers, but Dua Lipa’s $15 million lawsuit against Samsung could force tech companies to clean up their marketing acts.

Pop star Dua Lipa has taken legal action against Samsung, accusing the electronics giant of using her face to sell TVs without compensation or permission.

The lawsuit alleges that Samsung featured a copyrighted image of the pop star on the front of cardboard boxes containing televisions for retail sale, enabling the company to benefit from what seemed l...