Richard Mofe Damijo
Jumia Nigeria, which is one of Nigeria’s most popular online fashion and beauty retailer, has landed in some sort of trouble.
The online retail outlet is 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.
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