Late Actor's Endorsement Deal Still Running, Family Authorization at Center of Dispute

A condiment brand is still running promotional material featuring the likeness of actor Xu Shaoxiong nearly a year after his death, according to reports from 中华网 and 凤凰网. The manufacturer has responded that it is in the process of replacing the advertisements, Sohu reports.

The case has drawn attention to a broader legal question: what happens to an endorsement contract when the celebrity who signed it dies? According to 中华网, the answer often turns on whether the family has granted authorization for continued use of the person's image.

Coverage of the issue has spread across several Chinese outlets, including finance.sina.cn, which examined whether such agreements should automatically end upon an artist's death. The reports frame family consent as the decisive factor in determining whether a brand may keep using a deceased star's name or likeness.

The reports do not specify the terms of Xu's original contract or the timeline of the brand's replacement process. They also do not detail what legal steps, if any, the family has taken.

celebrity endorsement

For brands, the case highlights the practical and legal uncertainty that follows a spokesperson's death. For families, it raises questions about control over a relative's image after death.

What to watch next: whether the brand completes its replacement of Xu's promotional materials, and whether the family pursues any formal claim over the continued use of his image.