Advise Alex about the legal issues that arise in this situation.

Alex is the marketing manager for the nascent South Australian Cycling League Inc (SACL), which has just signed up Hungry Jacks as a major sponsor. Alex uses a picture of cyclist Richie Porte in the SACL promotional material, which appears on a number of websites alongside the Hungry Jacks logo.

Porte is unhappy because he says it implies that he is endorsing Hungry Jacks and that he is being paid by SACL for his involvement, which he is not. Porte is seeking an injunction. Alex resists because he believes that the use of Porte's image is the reason that SACL is receiving a lot of exposure and generating a lot of internet traffic on the SACL website. Hungry Jacks is also pleased, because commercially the sponsorship is paying dividends.