Telecel Ghana Faces GH¢2M Lawsuit Over Alleged Unauthorized Use of Trader’s Image

Telecel Ghana has acknowledged a GH¢2 million lawsuit filed by Makola Market trader, Faustina Djagbele Abbey, over the alleged unauthorized use of her image in its “Telecel Red Save” campaign.

In a statement issued on Wednesday, the company said it is “aware of media reports” about the claim and is “reviewing the details” to establish the facts. The lawsuit, filed on May 23, 2025, at the High Court, accuses Telecel of using Abbey’s photo across billboards, social media, and traditional advertisements for its digital savings product without her consent. The claim cites Ghana’s Data Protection Act, 2012 (Act 843), as grounds for the suit.

Telecel assured the public it takes privacy, image consent, and intellectual property seriously, stating: “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.”

Abbey’s lawyers argue the campaign caused their client significant personal distress, with friends and relatives mistaking her for a brand ambassador or suggesting she had financial ties with the telecom giant.

With a market share of 17.2 per cent, Telecel is one of Ghana’s largest telecommunications firms. The case has sparked a wider conversation about digital privacy and image rights within corporate marketing.

The company concluded its statement by thanking the public for its understanding as it works through the matter.