Quote from the British newspaper The Daily Mail:
“Korda once said he was glad that his photo inspired
others, but he himself sued an advertising agency for using the image without permission.
In
a claim filed in London’s High Court, in 2000, Korda accused
advertising agency Lowe Lintas and picture agency Rex Features of
trivializing the photo’s historical significance.
‘To use the image of Che Guevara to sell
vodka is a slur on his name and memory,’ he said. ‘Drink should not be
associated with his immortal memory.’
His out-of-court settlement of US $50,000 (£31,000) was donated to the Cuban healthcare system.”

Of course Korda was by then already quite well off himself and had the resources to go to court.  Here is wishing you equal success if you choose to pursue the people who have cheated you