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 Republican congressman said he will join with Democratic Oversight Leader Elijah Cummings to ask the Office of Government Ethics to review the matter. 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 that Conway has been "counselled" doesn't go far enough.

"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."
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."

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 counsellor 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."

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."