Graham Henry, the manager of the Ford Steinlager Adidas All Blacks, was on the telly tonight complaining about the awful Italians commercially exploiting the "Ka Mate" Haka. Which came out of copyright in 1899 (50 years after Te Rauparaha's death).
I think the iwi is on slightly better ground that the AB's, morally, if not legally. But if they have a complaint about culturally disrespectful advertising, the Italian people could have one with the "don't toucha the hair" Sky ad - depicting Italians as mafiosi. Come to that, the Germans might have an issue with Steinlager using the German language to market one of NZ's nastier beers.
And have you noticed the Ford/All Blacks ad - doesn't the tune remind you of Chumbawumba's 1997 hit Tubthumping?