Responsibility Of Celebs for the products they endorse

Celebrities are role models for some, gods for other and just people for remaining. What celebrities endorse becomes the talk of the town, there are posters here and there of every new promotions by the celebs. What endorsing here implies is promotion and promotion implies expanding the publicity of something good and if that 'good' backfires, I will make the celeb responsible.
Promotion should be done only when the quality of the product is checked and assured as several people and not just one person is affected by such endorsement. 

When people look to these celebs in such promotions, they become anxious to use it or consume it and consider it of a vey fine quality. For eg. Amitabh Bacchan and his wife promote the Tanishq Jewellery and if suppose its credibility gets eroded (just quoting an example no real intentions) the demand for all other goods connected to them will decline and will have a negative impact on almost everyone. Another argument is that for such promotions these celebs take such hefty amounts then why should they not be held liable. If some person dies due to food poisoning in some particular food product, the manufacturer will definitely be liable but with him even the endorser should also be charged with it equally.
Thus I would say that celebs should be held responsible since the products they endorse attain credibility from them only and if something untoward happens, the endorser should also be answerable to it....