Telecel responds as GH¢2M lawsuit on unauthorized use of trader's image grabs public attention
By DL News
Published
1 min read
In a statement released Thursday, June 19, the company confirmed awareness of the legal action and pledged to handle the matter responsibly.
Telecommunications giant Telecel Ghana has formally acknowledged a GH¢2 million lawsuit brought against it by Makola Market onion vendor, Madam Faustina Djagbele Abbey, over the alleged unauthorised use of her photograph in a nationwide promotional campaign.
In a statement released Thursday, June 19, the company confirmed awareness of the legal action and pledged to handle the matter responsibly.
“We have noted reports of a legal claim by Madam Faustina Djagbele Abbey regarding the use of her photograph in our Telecel Red Save campaign,” the company said. “We take all concerns relating to privacy, consent and intellectual property seriously.”
Telecel assured the public that it is conducting an internal review while respecting the ongoing legal process, and appealed for public patience as the case proceeds in court.
The lawsuit, filed on May 23, 2025, accuses Telecel of using Madam Abbey’s image—allegedly without permission—to promote its digital savings service, "Telecel Red Save," across social media and advertising platforms. The campaign, according to the claim, created the false impression that she had entered into an endorsement deal with the company.
Madam Abbey, represented by Bernard Owiredu Donkor of Thompson Law Consult, says the exposure brought unexpected consequences. Friends, family, and customers reportedly assumed she had been paid handsomely for the campaign, leading to tensions in her personal life and emotional distress.
At the heart of the dispute is the legal question of image rights and personal consent in advertising—a topic that’s gaining growing importance amid digital marketing practices and heightened public awareness around data protection laws.
The case may serve as a pivotal moment for how businesses in Ghana handle individuals’ likenesses in branding efforts. Telecel, which holds over 17% of the telecom market, now faces scrutiny not only from the courts but from a watchful public increasingly concerned with corporate accountability.
