More cases have come to light of Chinese milk companies using John Key's image to promote their products.
Around 20 Chinese infant formula makers are trying to pass off their product as New Zealand made.
They've even gone as far as to include the Trade and Enterprise fern logo on the packaging.
Pictures of a grinning Mr Key holding a tin of milk powder first surfaced last week, used by one of the companies.
Mr Key believes the image in question was taken when he was at an Auckland milk powder factory.
He says at least 30 milk powder suppliers were buying their product from the same factory.
"And I did photos with probably every single one of those suppliers - that's standard. (I) can stop them when I know about it - using my image for commercial reasons, but I can't stop people doing something they shouldn't do."
A Ministry of Foreign Affairs and Trade spokeswoman said the false claims are being taken "very seriously" and complaints have been filed with Chinese authorities.
Business New Zealand says infant formula is not the only thing some Chinese manufacturers are trying to pass off as New Zealand made.
Chief Executive Phil O'Reilly says the Buy New Zealand Made logo has also been ripped off.
"New Zealand logos of one sort or another, where they might mislead a consumer about the origin of the products is sort of an issue with not just Chinese manufacturers but also manufacturers from other countries where intellectual property laws might not be so strongly enforced."
Photo: Getty Images