It’s been nearly a year since Hong Kong actor Benz Hui died, but Chinese netizens recently found that his image continues to appear in advertisements.
According to a recent report by Chinese publication Yang Cheng Wan Bao (YCWB), his image appears in the e-commerce listings for a Chinese condiment brand.
AsiaOne did a check and found such listings on China e-commerce platforms Jingdong and Pinduoduo, with text identifying him as the brand’s ambassador.
When contacted, the company told the publication on Sept 10 that the contract with the late actor remains valid until October 2027.
It added that negotiations for a new spokesperson are currently underway and that promotional materials featuring Benz are being replaced online.
While some product listings featured photos of Benz, others used a cartoon character.
According to a lawyer that YCWB reached out to, while a person no longer holds portrait rights after death, the law continues to protect the deceased’s interests in relation to their likeness.
Using the deceased’s image to promote products requires the explicit consent of their immediate family. As endorsement contracts are typically tied to the individual, they are generally terminated upon the ambassador’s death.
However, if the contract contains specific clauses, such as allowing the brand to continue using pre-recorded footage or promotional materials until the contract expires, the company may do so in accordance with the terms.
Benz died aged 76 on Oct 28 last year from multiple organ failure caused by cancer. Host and family friend Maria Luisa Leitao broke the news to the media on his family’s behalf.
He was first reported to have been hospitalised and in critically ill condition on Oct 27. Many Hong Kong celebs, including Bosco Wong, Michael Miu and his wife, Raymond Lam, Ron Ng, Roger Kwok and Patrick Tam, were seen entering the hospital with solemn expressions.
Benz, who was a Singapore PR, is survived by his wife Angeli Lung and daughter Charmaine.
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esther.lam@asiaone.com
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