#SHOWBIZ: 'Exploiting the deceased': Outrage over late Benz Hui's ongoing product ads
HONG KONG: It has been nearly a year since veteran Hong Kong actor Benz Hui passed away, but his face is still being used to sell products he once endorsed.
Nearly a year after Hong Kong actor Benz Hui's death, his image continues to appear in product ads, sparking outrage among fans who accuse brands of exploiting his memory. Although his brand ambassadorship ended in October 2027, promotional materials featuring Hui have already been replaced with cartoon illustrations on some e-commerce sites.
Fans are understandably upset, with some questioning why his image is still being used. The manufacturer clarified that the endorsement deal with Hui does not expire until 2027, and the company is currently seeking a new ambassador while phasing out promotional materials with the actor. A Chinese lawyer explained that endorsement contracts typically terminate upon an artiste's death, but if the original agreement allows for continued use of previously recorded promotional material, the company is legally entitled to do so.
Portrait rights end after death, but a person's likeness remains protected by law, meaning brands should obtain clear consent from close family members before using their image for marketing purposes. Hui, a distinguished actor with a long career, was known for his role as police officer Charles Hui Yiu Tung in the classic TVB drama Police Cadet and its sequels.
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