Controversy erupted when the director of a museum in Japan voiced his displeasure at the unauthorized use of photos of Himeyuri students for advertising. The Himeyuri students were among the many civilian casualties during the Battle of Okinawa in World War II. These photos, housed in the museum, were used without permission in promotional materials, leading to uncomfortable feelings among the survivors, their families, and the museum staff.

In Japan, respect for the deceased and survivors is extremely important. Therefore, unauthorized use of photos, especially related to sensitive areas such as war history, can be perceived as a disrespectful act. Being an issue associated with the Himeyuri students, a significant part of Okinawa's history, this controversy has created a stir among the public.

In the U.S or EU, laws and regulations such as copyright law and rights of publicity protect individuals' likenesses from being used without their permission for commercial purposes. Unauthorised use of such photos could result in legal actions for infringement. This case would likely trigger similar reactions around cultural sensitivity and respect for historical events.