Jasper Pääkkönen, a well-known Finnish actor, has found himself in a significant legal dispute concerning the unauthorized use of his image in marketing for a brand he represented. Since summer 2022, Pääkkönen has been embroiled in a lawsuit against Lähde & Co Oy, stemming from promotional images featuring him in men's underwear that were published without his consent. The situation escalated when these images were used on the cover of Helsingin Sanomat and aired on television, prompting Pääkkönen to take legal action. In a preliminary ruling, the Helsinki Appeals Court decided that Lähde & Co Oy must compensate Pääkkönen 300,000 euros for the unauthorized use of his name, voice, and likeness.

Despite the favorable ruling from the appeals court, the legal saga is not over yet. The Supreme Court of Finland has granted Lähde & Co Oy the right to appeal, meaning that the case will be reviewed further to determine the final compensation amount owed to Pääkkönen. During an appearance on MTV's Huomenta Suomi, Pääkkönen shared his feelings about the ongoing 'kalsarikäräjät' (underwear-related lawsuit), indicating a sense of triumph from the initial ruling but recognizing that the fight is not yet complete. The outcome of the Supreme Court ruling could set a significant precedent for how celebrity rights are handled in advertising and marketing contexts.