Who’d have thought the insurance industry would be quids in thanks to scandals surrounding stars such as Wayne Rooney or Tiger Woods?

As we report this week, a growing number of brand owners are taking out cover against the face of their brand being caught up in yet another celebrity sleaze story.

Interest in so-called ‘disgrace insurance’ has climbed by up to a third in recent years as the media delve ever deeper into stars’ private lives.

The concept seems simple: if the celebs stray, the insurers pay. In theory at least. The issue is, of course, far more complex. A company has to prove the indiscretions of an endorsing celebrity were “unforeseen and out of character” to be in line for a payout.

And there’s the rub: for a brand with a squeaky clean celeb on board it may be relatively straightforward to establish certain actions infidelity, drink, drugs were out of character. But a lot of stars have an edg. It’s the flip side of being a winner.

This is why disgrace insurance will remain the exception rather than the rule. Some stars are just plain uninsurable.