What measures do celebrities take to protect their images from being used for commercial purposes without permission? How much does this typically cost them?

Right of Publicity Laws - Varies by state. Some states have statutes that specifically forbid using a celebrity’s likeness (and even voice) for commercial use without appropriate permission.

From a legal perspective, they rely on the various state and federal laws that give them actionable claims against people/businesses that use their images without permission. A few examples of these laws are:

Take the lawsuit through trial ($XX,XXX to $X,XXX,XXX+)

Ive been pretending to be okay and acting as normal as possible, but Im actually completely heartbroken after a recent breakup. Its painful and really affecting me, to the point where I cant concentrate at work, Ive lost my appetite, I cant sleep, and It feels as if my whole world has been turned upside down. I loved him so much. He said so many cruel things to me and it made me realize he must not have loved me the way I loved him, or he wouldnt have said such horrible things. How do I handle the heartbreak and why cant I accept that he didnt love me and just forget about him?

Common Law - Varies by state. Many states recognize what are known as “the four privacy torts,” which include “appropriation of another's name or likeness.”

Send off a Cease & Desist demand ($XXX to $X,XXX)

File a lawsuit and push for early settlement ($X,XXX to $XX,XXX+)

Why can't the ISS take a picture of Earth and prove to the Flat Earth Society that Earth is not really flat?

The Lanham Act - Federal. While the Lanham Act is generally thought of in the context of Trademark law, Section 43 has a provision regarding “false endorsement” that has been used by celebrities (notably, Carmen Electra) to fight the unauthorized commercial use of their likeness.

As far as the cost goes, that will vary depending on how far the celebrity has to go. Aside from the deterrent effect created by the mere existence of the laws (cost = $0), a celebrity may need to hire a lawyer to: