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Let's say you spent your life in defense of equal/civil rights and then after you are dead you ask your daughter to continue your struggle, she proudly agrees. Then the KKK starts using your likeness to recruit new members in a marketing campaign that is wildly successful. Currently, does your daughter have any legal recourse? If she clearly owned your image, she could put a stop to it. This seems pretty clear cut. How to determine if it's just a similar image/style or actually meant to be you would be difficult to determine in some instances but then that's why the jury exists.