It could be both and it is simply covered up with money by those who wanted them to endorse or promote the said project. I remembered when celebrities like Floyd Mayweather and DJ Khaled got fined with these.
It is just that these people are easily deceived that just because they're reputated people means that everything that they show is legitimate, and it is just the same as 90% of commercials claiming the positivities of the products in the market, while just doing nothing to us at all like shampoos.