Prime Minister John Key says Oravida's use of his image in their advertising is not an easy situation to resolve without taking "aggressive steps".
The fresh-food exporter used an image of Mr Key with some of their products as part of the company's food stand at a fisheries and seafood expo in China this week, reports Fairfax Media.
It is believed to be the second instance where Oravida have used an image of Mr Key in their advertising.
Mr Key says the company is not the only one to try and use his image.
"When they do, we write to them and ask them not to use it," he told reporters in Auckland this afternoon.
"It's not an easy situation for us to resolve, short of taking much more aggressive steps, which we're trying not to do, but we will certainly be corresponding again with the company and asking them not to do that."
Mr Key says his office takes these issues "seriously" because of cabinet rules.
"It implies that I'm promoting a product when I'm not. I promote New Zealand and I believe in New Zealand products," he says.
"I don't promote products in my capacity as Prime Minister, or in any other capacity, because it would be wrong for me to do so."
Former Justice Minister Judith Collins' husband, David Wong-Tung, is an Oravida director in New Zealand.
Earlier this year Ms Collins was accused of having a conflict of interest after she did not disclose a dinner with Oravida executives while on an official visit in China.
source: newshub archive