This post is part of a series on celebrity spokespeople who ended up doing serious harm to the brands they were hired to promote, or vice versa. See how we rank the 20 top spokesperson fiascos.

When I was growing up in the 1970s and 1980s, I remember watching O.J. Simpson in Hertz (NYSE:HTZ) ads dash through the airport on my television screen as a spunky old woman yelled "go, O.J., go." It seems like these spots were always featured during breaks of favorite ABC TV shows "Charlie's Angels", "The Love Boat" and "Fantasy Island." I even imitated O.J. when I went to the airport, much to the horror of my parents. I thought that, next to TV private eye Jim Rockford, Simpson was the coolest guy in the world.

Of course, no one realized at the time that Simpson's nice-guy image was an act. When he led police on his infamous low-speed chase through the freeways of Southern California, people saw O.J. running again -- this time from the law, under suspicion for the murder of his wife and waiter Ron Goldman. Again, people thought about Hertz. When he was acquitted, people thought about Hertz. For people my age (40), O.J. and Hertz will be forever linked. That's the power of branding.

About the only thing O.J, is endorsing these days is plastic football helmets and old pictures of himself, which is the root of his current legal troubles in Las Vegas. People are less interested in him in that world. At least one sports memorabilia dealer has his O.J. Simpson-autographed merchandise on sale.

To be fair, Hertz severed its ties to Simpson when allegations of domestic abuse first surfaced in 1992. Since then, advertisers do a much more thorough background check on their celebrities before hiring them to tell us how we should spend our discretionary income. We are a nation of sheep. The problem is that we as Americans continue to look to our celebrities before making important decisions, which is a pity.

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If I Did It, how much would I be worth? That's the question many buyers on eBay and reporters from the Wall Street Journal are asking today. Many listings of If I Did It, OJ Simpson's supposedly hypothetical retelling of the murders of Nicole Brown Simpson and Ron Goldman, have already been pulled by eBay, Inc. (NASDAQ:EBAY) at News Corporation (NYSE:NWS)'s HarperCollins unit's request. The bids were reportedly in the thousands before the auctions were ended, although many booksellers interviewed by the WSJ said they would put the price of the book closer to $1000 (although they'd only pay $100, buy low, sell high, anyone?). This auction ended at a whopping $8300.

Some put the book's price between $2000 and $5000, although everyone seemed to agree that such a price wouldn't be sustainable in the long run.

Instead of beating the First Amendment drum, I'll just riff on a capitalist beat: people obviously want to read the darned thing! My objection would likely be more literary snobbishness than righteous horror -- Judith Regan ain't known for her wordcraft. But if people want to read it so badly they'll pay thousands ...

Finally, Fox did something I can applaud. Today Fox's parent News Corporation (NYSE:NWS) announced that it was canceling the OJ Simpson book If I Did It, and corresponding TV interview. The project was so vile, so immoral, that even the media's most whorish member bowed to universal disgust and kaboshed the thing. So much for its Sweeps week zinger.

"I and senior management agree with the American public that this was an ill-considered project," Rupert Murdoch, News Corp. chairman said in an Associated Press report. "We are sorry for any pain that this has caused the families of Ron Goldman and Nicole Brown Simpson."

Books have been pulled out of contract or off shelves when there are questions of accuracy, but it's almost unprecedented, thanks to the First Amendment, to pull a book solely due to objectionable content. Certainly this may be the first time such a high-profile book has been pulled this close to publication. The only book that springs to mind that spawned such widespread vitriol from publishing circles was Brett Easton Ellis's "American Psycho" in 1991.

It's not surprising that Fox's affiliates, many of whom bear the mantle of Conservatism proudly, would protest loudly. How many of its Christian-family- values" audience want to see this sort of content on the tube? As for bookstores, Borders Group, Inc. (NYSE:BGP) one of the nation's largest, said it would donate any profits resulting from the book to charity.

Absolutists on the First Amendment might disagree with the decision to pull the project from public consumption, preferring to let the marketplace decide for itself, but in today's world, that's going to happen anyway. The book is now officially a collectible. And eBay Inc. (NASDAQ:EBAY) is there to make sure there's a market for it.

The Australian media baron Rupert Murdoch gave in to public pressure and his News Corporation (NYSE:NWS) book operation, Harper Collins, will not publish the OJ Simpson book If I Did It. A TV special related to the book was to run on Murdoch's network, Fox.

Australia is a former penal colony and perhaps Mr. Murdoch was worried that his US citizenship would be revoked and he would be returned to his island home.

The US has a long history of banning books. Catcher In The Rye was kept out of schools off and on for years. Ulysses by James Joyce, perhaps the greatest novel of the 20th century, was banned by the US Customs Office for fifteen years. The wonderful thing about banning books or blocking their publication is that, once the process begins, it has no clear end.

Mr. Simpson's book is a hypothetical account of what might have happened if he had killed his former wife and one of her friends. How could it be that Mr. Simpson has no First Amendment rights? OJ may be a jabbering horror of a human being, but he retains the right to write and publish as he see fit.

Murdoch may have wanted to appear the apple polisher to the public, but has done his industry a great disservice.

Douglas McIntyre is a partner at 24/7 Wall St.