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When the brand pays a celebrity to ask them not to use their product for fear that it would tarnish the brand.

Opposite of endorsement.
The Situation received an undorsement when Abercrombie & Fitch offered him "a substantial payment" not to wear its clothes after it revealed it was "deeply concerned" that the 29-year-old "could cause significant damage" to the brand's "aspirational nature".
by Batman Potato August 22, 2011
Undorsement is the act of paying someone to NOT endorse you or your brand. The opposite of "endorsement"
Wow, The Situation was offered quite an undorsement by Abercrombie & Fitch
by TheCompletelySeriousNewsShow August 19, 2011