Makola trader sues Telecel over alleged breach of privacy

A legal storm is gathering in Ghana’s High Court as a Makola-based onion seller, Madam Faustina Djagbele Abbey, takes on telecom heavyweight Telecel Ghana in a GH¢2 million lawsuit over alleged unauthorised use of her image for commercial advertising.

Filed on May 23, 2025, through her lawyer Bernard Owiredu Donkor of Thompson Law Consult, Madam Abbey contends that Telecel used her likeness in marketing its 'Telecel Red Save' product without her knowledge or permission. 

The product, a digital savings platform, has been widely promoted on social media and traditional advertising channels nationwide.

The trader, a familiar face at Accra’s busy Makola Market, said she only became aware of the promotion when customers and friends pointed out the ads featuring her image. She claims that the unauthorized publicity not only violated her right to privacy but also subjected her to unwanted attention and social pressures.

According to the suit, the public mistakenly assumes she has received financial compensation or endorsement deals from Telecel, straining personal relationships and affecting her mental well-being. The case, her legal team argues, is not simply about compensation but about protecting personal liberty in an era of aggressive digital marketing.

Madam Abbey is asking the court to compel Telecel to remove all advertisements bearing her image and to issue a declaration that her rights were violated. The case invokes Ghana’s Data Protection Act, 2012 (Act 843), which mandates consent before the use of personal data—arguably including personal images for commercial purposes.

With Telecel commanding over 17% of the telecom market as of July 2024, the outcome of this lawsuit could reshape how companies in Ghana approach image rights and data privacy.