A legal storm is brewing between a Makola market onion seller and telecoms giant Telecel Ghana, after the trader, Madam Faustina Djagbele Abbey, accused the company of using her image in a commercial campaign without her consent.
The GH¢2 million lawsuit, filed on May 23, 2025, has placed the spotlight on corporate accountability in advertising and digital privacy in Ghana, raising questions about image rights and ethical marketing practices.
According to court documents, Madam Abbey’s photograph appeared in a nationwide marketing campaign for Telecel’s “Red Save” digital product. She contends that the use of her image was unauthorised and that it portrayed her as a brand ambassador or affiliate of the company—an implication she strongly denies.
The fallout from the ad, she claims, has been deeply personal. “My family and customers started treating me differently, thinking I had suddenly come into wealth,” she noted in her claim, adding that the assumptions led to emotional distress and strained relationships.
In a statement released Thursday, June 19, Telecel Ghana confirmed it is aware of the suit and is reviewing the matter. While the company did not directly address the specifics of the allegations, it stated: “We wish to assure the public that we take matters of privacy, imagery consent, and intellectual property seriously.”
Legal experts say the case could be a watershed moment for Ghana’s advertising and data protection landscape. “This is not merely about one person’s photo,” says Accra-based digital rights lawyer Linda Owusu. “It’s about the larger principle of consent and the need for companies to operate responsibly in the age of viral media.”
Faustina Abbey is being represented by lawyer Bernard Owiredu Donkor of Thompson Law Consult. The suit seeks compensation for what her team describes as “reputational harm, mental anguish, and the unauthorised exploitation of her personal image for commercial gain.”
As social media and digital platforms increasingly blur the lines between personal and commercial content, this case could set a precedent. Analysts believe it may also encourage regulatory bodies to tighten enforcement around personal data and image rights.
Telecel Ghana, which has millions of subscribers nationwide, has called for public patience as legal proceedings unfold: “We appreciate the public’s understanding as this process runs its course.”
For now, Ghana—and the marketing industry—watches closely as an everyday market trader takes on one of the country’s biggest telecommunications firms in a battle over image, identity, and consent.
