Nigeria’s popular online fashion and beauty retailer,
Jumia, is currently embroiled in a case of
unauthorized use of image rights of veteran actor,
Richard Mofe-Damijo, (RMD) on ‘Jumia Fashion’
Instagram page without the actor’s permission.
Jumia, is currently embroiled in a case of
unauthorized use of image rights of veteran actor,
Richard Mofe-Damijo, (RMD) on ‘Jumia Fashion’
Instagram page without the actor’s permission.
According to RMD’s publicist, this unauthorized use
of the image has been ongoing and has had the
effect of portraying to unsuspecting customers that
Jumia enjoys the patronage of or endorsement of
RMD.
RMD is a well known brand ambassador for various
companies and his image has been widely and
regularly used for product placement in a variety of
platforms. He has always jealously guarded his
image and has been meticulous about the type of
products and services associated therewith.
Jumia’s unilateral and unauthorized use of RMD’s
image for the advancement of its products and
website has undoubtedly enhanced Jumia’s brand
awareness and created a buzz about Jumia’s
fashion line at the expense of RMD.
RMD has since instructed his lawyer, Mena Ajakpovi
of Messrs. Abraham & Co. to engage Jumia and
seek redress at the law court if they are defiant.
Jumia’s response has definitely been defiant and
unapologetic. They admitted that they had taken the
images from the actor’s page but that it was not an
infringement of his copyright since the image was
on a public Instagram platform. This is even though
they are using the image to promote their online
fashion trade on their website page! They offered to
take the page down but have shown neither remorse
nor offered any conciliatory compensation!
The ‘Terms of Use’ of Instagram as stated on their
website clearly prohibits Jumia from taking RMD’s
pictures and using same to conduct its fashion
business.
Their defiance has left the ace actor with no
alternative but to instruct his lawyers to sue JUMIA
for punitive and exemplary damages for the
infringement of his image rights.
