Justin Baldoni PR Firm Linked to Smear of Consumer Safety Advocate
The Hollywood Reporter • • entertainment
Key Points:
- Oregon-based consumer safety advocate Tamara Rubin discovered she was targeted by a smear campaign, including a defamatory website and Wikipedia edits, which she believes has hurt her business and personal life.
- Rubin suspects the zero-sugar vitamin brand Hiya Health is behind the attacks after she reported their products contained lead and heavy metals, a claim the company disputed.
- Evidence from a defamation lawsuit involving PR firm TAG revealed Hiya Health engaged crisis management efforts during Rubin's conflict with them, coinciding with the company’s $260 million acquisition deal.
- Hiya’s chief community officer, Benita Litt, is linked to actor-director Justin Baldoni’s now-closed nonprofit, which also hired TAG for crisis management, suggesting a connection between Hiya and Hollywood’s smear tactics.
- Rubin compares her experience to whistleblower Karen Silkwood but finds the involvement of Hollywood figures and corporate interests makes the situation feel surreal, akin to a dark comedy.
