It ends at him expressing beliefs not directly associated with, or contrary to the business paying him. I thought that was pretty clear?
Take for example a pro-athlete, who is paid by a professional sports organization, and who has become rich and famous using the brand of that organization. They acquire millions of devoted followers (think twitter) who are almost obsessed with everything that athlete tweets, hundreds of times per week. Now let's say that athlete tweets something extremely offensive to thousands of people. Is that sports organization not supposed to punish the athlete for his/her comments? Should brands continue endorsing? Otherwise wouldn't it show that by continuing to support this athlete, it somehow aligns with the intentions of the company? Never mind if it wasn't published through an official medium such as a team press release. The association is implied.