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Trump aide Kellyanne Conway ‘counselled’ after promoting Ivanka Trump brand on Fox News

Click to play video: 'White House has ‘counselled’ Kellyanne Conway following Ivanka Trump endorsement'
White House has ‘counselled’ Kellyanne Conway following Ivanka Trump endorsement
WATCH: White House has ‘counselled’ Kellyanne Conway following Ivanka Trump endorsement – Feb 9, 2017

The White House has “counselled” a top aide to President Donald Trump after she promoted Ivanka Trump‘s fashion line during a national cable television appearance from the White House.

But House Oversight Committee Chairman Jason Chaffetz says that’s not enough, calling what Kellyanne Conway did “wrong, wrong, wrong, clearly over the line, unacceptable.”

The Utah Republican congressman and Democratic Oversight Leader Elijah Cummings jointly asked the Office of Government Ethics to review the matter.

READ MORE: Ivanka Trump #baycott grows louder as Canadians shun The Bay

Chaffetz also said he will write a formal letter to the White House lodging his irritation. He said White House press secretary Sean Spicer’s remark Thursday that Conway has been “counseled” doesn’t go far enough.

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“It needs to be dealt with,” he said in an interview with The Associated Press. It’s the first time during the young administration that Chaffetz has questioned an ethical matter.

Speaking later to Utah lawmakers, Chaffetz added: “Of course I’m going to call that out. My job is not to be a cheerleader for the president.”

WATCH: Top Donald Trump adviser Kellyanne Conway is under fire for hawking Ivanka Trump’s clothing line during an interview at the White House. The ethics firestorm comes as Trump faces challenges with his Supreme Court nominee. Jackson Proskow reports.
Click to play video: 'Trump caught in an ethics firestorm'
Trump caught in an ethics firestorm

The White House said later Thursday that Trump “absolutely” continues to support Conway. In response to questions from The Associated Press, the White House said Trump didn’t see Conway’s interview on Fox News. But a spokeswoman said Trump “understands she was merely sticking up for a wonderful woman who she has great respect for and felt was treated unfairly.”

In an interview later Thursday evening on Fox, Conway declined to discuss the case but said she had spoken with Trump and “he supports me 100 percent.”

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The ethics dustup began Wednesday with the president himself.

Reacting to news that a department store had dropped his daughter’s line of clothing and accessories, Trump tweeted – and retweeted from the official presidential account – that Ivanka Trump had been treated “so unfairly by @Nordstrom.”

WATCH: Trump attacks Nordstrom over Ivanka boycott
Click to play video: 'Trump attacks Nordstrom over Ivanka boycott'
Trump attacks Nordstrom over Ivanka boycott

Ivanka Trump does not have a specific role in the White House but moved to Washington with her husband, Jared Kushner, who is one of Trump’s closest advisers. She followed her father’s approach on business ties by handing over operating control of her fashion company but retaining ownership of it.

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In a Thursday morning interview with Fox News from the White House briefing room, Conway urged people to “go buy Ivanka’s stuff,” boasting that she was giving the brand “a free commercial here.”

While Trump and Vice President Mike Pence are not subject to ethical regulations and laws for federal employees, Conway, who is a counselor to the president, is. Among the rules: An employee shall not use his or her office “for the endorsement of any product, service or enterprise.”

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READ MORE: Ivanka Trump proving to be a power player despite lack of White House title

“For whatever reason, the White House staff evidently believes that they are protected from the law the same way the president and vice president are,” said Stuart Gilman, a former special assistant to the director of Office of Government Ethics.

He called Conway’s comments “unbelievable” and said they risk wrecking the U.S.’s reputation around the world as a model for government employee ethics.

WATCH: Why companies are dropping Ivanka Trump’s line of clothes
Click to play video: 'Why companies are dropping Ivanka Trump’s line of clothes'
Why companies are dropping Ivanka Trump’s line of clothes

Midday Thursday, the Office of Government Ethics sent a series of tweets saying the office has seen an “extraordinary” response from people emailing, calling and submitting information online about “recent events.”

The office advises federal employees on such issues but is not an enforcement agency; enforcement falls to Congress, the General Accounting Office, the FBI, various inspectors general and others, OGE noted on Twitter.

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READ MORE: Nordstrom drops Ivanka Trump’s brand, and it’s not because of her dad

Ultimately, it is up to Trump to punish employees for ethics infractions.

It’s been a rough week for Conway. Her reference to a non-existent “Bowling Green massacre” in an MSNBC appearance made her a punchline for comics and Internet pranksters. She explained that it was a slip of the tongue and that she was referring to the 2011 arrest of two Iraqi nationals in Kentucky in a failed plot to send weapons overseas to al-Qaida, but it was subsequently found that she had made that misstatement before.

She also drew scrutiny from a tense interview with CNN.

READ MORE: Trump aide Kellyanne Conway mentioned the ‘Bowling Green massacre’ in several other interviews

In addition to the House Oversight Committee, two liberal-funded government watchdog groups pounced on Conway’s comments, filing ethics violation complaints with the Office of Government Ethics. A third group, the Project on Government Oversight, asked Attorney General Jeff Sessions to open a Justice Department investigation into possible ethics violations.

Spicer said Wednesday that Trump was responding to an “attack on his daughter” when he posted the tweet and that “he has every right to stand up for his family and applaud their business activities, their success.”

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WATCH: Spicer says Ivanka Trump being targeted because of her father
Click to play video: 'Spicer says Ivanka Trump being targeted because of her father'
Spicer says Ivanka Trump being targeted because of her father

Ethics lawyers had a different interpretation. The implication, intended or not: Hurt my daughter’s business and the Oval Office will come after you.

“This is a shot across the bow to everybody who is doing business with Trump or his family,” said Norman Eisen, who was President Barack Obama’s chief ethics counselor. “It’s warning them: Don’t withdraw their business.”

Nordstrom reiterated Wednesday that its decision to drop Ivanka Trump’s brand was based on its performance, not politics. The company said sales of her items had steadily declined over the past year, particularly in the last half of 2016, “to the point where it didn’t make good business sense for us to continue with the line for now.”

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