The standards chief of the US Congress says a senior Trump aide was "wrong, wrong, wrong" to promote Ivanka Trump products on live television.
Kellyanne Conway told Fox News on Thursday: "Go buy Ivanka's stuff."
Retailer Nordstrom earlier this month dropped the US first daughter's clothing line, citing a lack of sales.
The White House said President Donald Trump "absolutely" continued to support Ms Conway, despite intense criticism of her remarks by politicians.
Jason Chaffetz, a Republican who heads the oversight committee in Congress, said the promotion was "clearly over the line, unacceptable".
Federal ethics rules prevent White House employees giving an "endorsement of any product, service or enterprise".
Mr Chaffetz said the White House should notify the Office of Government Ethics so it could initiate an inquiry. There have been numerous concerns over possible conflicts of interest for White House staff.
He said he and his Democratic counterpart would write to President Donald Trump.
"It needs to be dealt with," he told the Associated Press. "There's no ifs, ands or buts about it."
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