A recent campaign by a well-known tea beverage brand allowing customers to customize cup stickers with uploaded images has sparked controversy, as fans exploited the feature to print unauthorized photos of celebrities.
Shortly after the "DIY cup sticker" function was launched, social media was flooded with posts from users showcasing stickers featuring actor Zhang Linghe.
The brand's mini program included a "custom sticker" feature, with a clear notice prohibiting the upload of content infringing on portrait or copyright rights. Users were instructed to use provided templates or simple drawings. However, many fans bypassed the review system using third-party software to print stickers bearing celebrity photos.
Following the uproar, the custom sticker feature was taken offline, with a notice indicating it was undergoing an upgrade.
The unauthorized use of celebrity portraits has drawn legal scrutiny. Wu Bo, a lawyer at Jiangsu Subo Law Firm, noted that such actions constitute an infringement on portrait rights. Celebrity likenesses are protected by law, and using them without consent — regardless of intent — is illegal.
He added that the brand cannot evade liability by attributing the actions solely to users, as the company profited from the campaign and provided both the tools and materials that enabled the infringing activity. Both the fans and the brand may be held liable for portrait rights violations.
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来源：中国青年报综合@荔枝新闻、扬子晚报、新闻晨报等
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