The Prime Minister, John Key, is considering asking the export company Oravida for a second time not to use his image in advertising.
The Dominion Post has reported that Mr Key's image was used by Oravida at a trade show in the Chinese city of Quingdao.
He has previously asked the company not to use his image in advertising.
A spokesperson for Mr Key said the Prime Minister was not aware of the use of his image in this way, and did not agree to it.
He said Mr Key did not endorse Oravida's products and any suggestion that he did so in this case was incorrect.
The former Justice Minister Judith Collins, whose husband is on the board of Oravida, came in for criticism earlier this year for attending a dinner in China with executives of the company.