By GhanaNewsPage 
Telecel Ghana has issued an official response following a GH¢2 million lawsuit filed by a Makola Market trader, Madam Faustina Djagbele Abbey, over the alleged unauthorized use of her image in a promotional campaign for the company’s “Telecel Red Save” product. The suit, which has generated significant public interest, brings renewed focus to privacy, image rights, and ethical marketing practices in Ghana’s advertising space.
The controversy erupted when Madam Faustina, known locally as an onion seller at ‘KwasiaDwaso’ near Makola Market, discovered her image featured prominently in promotional materials for Telecel Red Save. According to the court documents, her photo was used without her knowledge or consent, allegedly captured while she was engaged in her regular trading activities. The image later appeared on billboards and digital ads across the country, with her unaware of its existence until friends, family, and even colleagues brought it to her attention — some expressing amusement, while others questioned how she became the face of a telecom campaign without prior notice.
In the wake of the legal action, Telecel Ghana issued a formal statement, acknowledging the claim and confirming their internal review process. “We are currently reviewing the details of this claim to establish the facts. We wish to assure the public that we take matters of privacy, imagery consent, and intellectual property seriously,” the statement read.
The company added that it has launched a detailed internal investigation to understand the chain of events that led to the alleged breach. Preliminary findings suggest that the image may have been sourced by a third-party agency contracted to handle creative aspects of the telecel Red Save campaign. Telecel is now working to verify whether appropriate image rights protocols, including consent documentation, were followed.
This case brings to the forefront the critical importance of the Ghana Data Protection Act, 2012 (Act 843), which provides a legal framework for the collection, processing, and protection of personal data. Under this law, organizations are mandated to obtain explicit consent before using an individual’s personal data — including photographs — for promotional or commercial purposes. Legal experts say that if Madam Faustina’s claim holds in court, the case could set a precedent for how companies handle personal imagery in advertising, especially in the informal and public sectors where documentation and consent are often overlooked.
Madam Faustina’s legal team argues that the use of her image has not only infringed on her right to privacy but has also subjected her to unwanted public attention and emotional stress. The suit demands GH¢2 million in compensation for damages and legal costs, as well as a formal apology and immediate withdrawal of the promotional materials in question.
Read More:”Onion Seller Sues Telecel Ghana for GH¢2 Million Over RED Save Ad Photo Use“
While public reactions have been mixed, a large portion of social media users and civil society advocates have expressed support for Madam Faustina. Many have criticized the apparent disregard for consent in commercial marketing and have called for stricter enforcement of existing privacy laws. Others have urged advertising agencies and brands to conduct thorough due diligence when engaging communities and individuals for promotional content.
Telecel Ghana, in its statement, reiterated its commitment to responsible and ethical marketing. The telecom provider promised to review and strengthen its internal compliance policies, especially in relation to third-party content sourcing, and emphasized that all individuals have the right to control how their image is used in public or commercial domains.
As the case proceeds through Ghana’s legal system, it is expected to draw significant attention not only from the business community and legal professionals but also from ordinary citizens who may not be aware of their image rights. Whether or not the court rules in favor of Madam Faustina, the lawsuit is already having a ripple effect by sparking conversations on data protection, consent, and corporate accountability in Ghana’s fast-evolving digital and advertising environment.
