Nairobi, Sept. 3 -- When actress Sarah Hassan scrolls through social media, she knows her face is more than a photograph. It is an asset.

"No brand can dare use my image for any promotional gain without reaching out to me first. I have made this very deliberate to protect my image and reputation," she tells BDLife.

That caution is increasingly becoming the norm among Kenya's celebrities. A face, a name or even a social media handle is no longer just part of fame. It has become something that can command hundreds of thousands of shillings in endorsement fees and, increasingly, trigger costly legal battles when companies use it without permission.

Sarah is among Kenya's highest-paid celebrity endorsers, with industry sources telling BDLi...