Benz Hui’s Post-Death Advertisements Spark Public Outrage Over Deceased Celebrity Endorsement Ethics

HONG KONG, September 17, 2026 — Nearly one year after the passing of veteran Hong Kong actor Benz Hui, his image continues to appear across multiple e-commerce platforms as the listed brand ambassador for a seasoning company — a development that has ignited widespread public criticism and renewed debate over the ethical and legal boundaries of posthumous celebrity endorsement in the entertainment industry.

The controversy surrounding Benz Hui’s post-death advertisements highlights a growing tension between contractual obligations and the expectations of fans, families, and the broader public when a celebrity endorser dies before a commercial agreement reaches its natural conclusion.

Seasoning Company Confirms Benz Hui Endorsement Contract Remains Active Until October 2027

The seasoning company at the centre of the controversy confirmed to Hong Kong media outlet HK01 that its endorsement agreement with the late actor does not expire until October 2027 — more than two years after his death. The company stated that it is currently in negotiations with a prospective new brand ambassador and is actively in the process of phasing out promotional materials featuring Hui’s likeness across its various sales channels.

As reported by Singapore-based entertainment outlet 8DAYS, eagle-eyed fans first observed Hui’s image still prominently displayed on product listings across multiple e-commerce sites, where he remains formally identified as the brand’s ambassador. Some product pages, however, have already transitioned away from his photographs, replacing them with cartoon illustrations — indicating that the phase-out process is underway, albeit incomplete.

A representative for the company states that the continued use of Hui’s image is contractually permitted under the terms of the original agreement signed prior to his death, and that all materials are being removed in an orderly manner consistent with that timeline.

Ongoing Posthumous Advertisements Prompt Public Backlash, Ethical Debate on Deceased Celebrity Image Use

The discovery of Benz Hui’s continued presence in active product marketing has triggered a significant backlash from fans and the general public, with numerous commenters on social media platforms accusing the brand of exploiting the deceased for commercial gain.

“He’s already passed away but still endorsing the product?” one netizen wrote in a widely circulated comment. Another added: “It makes me feel very uncomfortable.” Additional commenters characterised the practice as disrespectful, with several using the phrase “exploiting the deceased” to describe what they viewed as an ethically questionable use of a dead person’s likeness to drive consumer sales.

The public reaction reflects a broader discomfort with posthumous celebrity endorsement — a practice that sits at the intersection of contract law, portrait rights, and public sentiment. While the company’s position is grounded in the terms of its commercial agreement, critics argue that the moral responsibility to a deceased endorser and their family extends beyond the letter of any signed contract.

Legal Experts Outline the Rights and Limits of Posthumous Celebrity Endorsement Under Chinese Law

A Chinese legal expert consulted in connection with the Benz Hui advertisement controversy clarified that endorsement contracts in the entertainment industry typically terminate automatically upon the death of the contracted artiste. However, the legal expert noted a significant exception: if the original endorsement agreement explicitly permits the brand to continue utilising previously recorded or photographed promotional material until the contract’s stipulated end date, the company retains full legal entitlement to do so.

The legal expert further noted that while a person’s portrait rights — the right to control commercial use of their likeness — extinguish upon death, the law continues to provide protection for a deceased individual’s image. As a direct consequence, brands seeking to use a deceased person’s likeness for marketing purposes are strongly advised to obtain clear and documented consent from the individual’s close family members before proceeding, even where an existing contract may technically permit continued use.

This legal distinction has emerged as a central point of discussion in the Benz Hui case, as it underscores that legality and ethical responsibility do not always occupy the same space in the realm of posthumous celebrity image rights.

Benz Hui Leaves Behind a 50-Year Legacy in Hong Kong Entertainment, Beginning With TVB’s First Acting Class in 1972

Benz Hui enjoyed one of the most distinguished and enduring careers in Hong Kong entertainment history. His journey in the industry began in 1972, when he enrolled as a member of TVB’s very first acting training class — a cohort that would go on to define generations of Hong Kong television and film.

Over the course of more than five decades, Hui became one of the most recognisable character actors in Cantonese-language entertainment. He is perhaps best remembered for his beloved portrayal of police officer Charles Hui Yiu Tung in the iconic 1980s TVB drama Police Cadet and its two sequels, a role that earned him the enduring affectionate nickname “Uncle Tung” among fans across Hong Kong and the wider Chinese-speaking world. The landmark series featured an ensemble cast that included Tony Leung, Maggie Cheung, Sean Lau, Carina Lau, Simon Yam, and Chow Yun Fat — many of whom went on to become international stars in their own right.

Hui’s passing has left a profound gap in the Hong Kong entertainment community, making the ongoing posthumous use of his image all the more sensitive for the fans and colleagues who continue to mourn his loss.

Frequently Asked Questions About Benz Hui’s Post-Death Advertisements

Why is Benz Hui still appearing in advertisements after his death? Benz Hui continues to appear in advertisements because his endorsement contract with the seasoning company does not expire until October 2027. The company has confirmed it is legally entitled to use previously recorded promotional materials featuring Hui until that contract concludes, provided the original agreement permits such continued use.

Is it legal for a brand to continue using a deceased celebrity’s image in advertising? According to a Chinese legal expert, it can be legal if the original endorsement contract explicitly permits the brand to use pre-recorded or pre-photographed promotional materials until the contract’s end date. However, brands are advised to seek consent from the deceased’s family members before continuing such use, as a deceased person’s likeness remains protected under law even after portrait rights expire.

What happens to a celebrity’s endorsement contract when they die? Under typical circumstances, endorsement contracts in the entertainment industry terminate automatically upon the death of the contracted celebrity. The exception is when the contract contains a specific clause permitting the brand to continue using existing promotional content for the remainder of the agreement’s term.

How has the public reacted to Benz Hui’s image appearing in posthumous advertising? Public reaction has been largely negative. Fans and netizens have accused the seasoning company of “exploiting the deceased,” expressing discomfort at seeing the late actor’s image used to sell products nearly a year after his passing. The backlash has been significant across social media platforms.

What is the seasoning company doing to address the controversy? The company has stated it is actively phasing out promotional materials featuring Benz Hui and is in negotiations with a new brand ambassador. Some e-commerce product pages have already replaced Hui’s photographs with cartoon illustrations as part of the transition process.

Do family members have any legal say in whether a deceased celebrity’s image can be used commercially? While portrait rights formally end upon death, a deceased person’s likeness remains protected by law. Legal experts advise that brands should obtain clear consent from close family members before using a deceased individual’s image for commercial marketing, even when an existing contract may technically allow it.

Who was Benz Hui, and what was he known for? Benz Hui was a veteran Hong Kong actor with a career spanning more than 50 years, beginning with TVB’s inaugural acting training class in 1972. He is best known for his role as police officer Charles Hui Yiu Tung in the classic TVB drama Police Cadet and its sequels, which earned him the nickname “Uncle Tung.” The series co-starred Tony Leung, Maggie Cheung, Chow Yun Fat, and other prominent Hong Kong stars.

The controversy surrounding Benz Hui’s continued appearance in product advertisements has cast a spotlight on a largely unexamined aspect of the entertainment industry’s commercial infrastructure: what happens to a celebrity’s endorsement obligations — and their right to rest in peace — when death intervenes before a contract concludes. As the seasoning company continues its phased removal of Hui’s promotional materials ahead of the October 2027 contract expiry, the debate over posthumous celebrity endorsement ethics is unlikely to be resolved by legal arguments alone.