Telecel Ghana has acknowledged a GH¢2 million legal claim filed against it by Madam Faustina Djagbele Abbey, an onion seller from Makola Market, concerning the alleged unauthorised use of her photograph in a promotional campaign for the 'Telecel Red Save' product.

The telecommunications giant, operated by Ghana Telecommunications Company Limited, issued a press release today, Thursday, June 19, stating it is actively reviewing the matter.

In its statement, Telecel Ghana confirmed it has "become aware of media reports of a legal claim filed by Madam Faustina Djagbele Abbey alleging the use of her photograph without her consent in relation to our Telecel Red Save product campaign."

The company emphasised its commitment to ethical practices in its operations.

"We wish to assure the public that we take matters of privacy, imagery consent and intellectual property seriously," the statement read.

This comes amidst a broader national and global conversation about data protection and individual rights in commercial advertising, especially in the digital sphere, where images can be widely disseminated.

Telecel concluded its statement by appealing for patience as the legal process unfolds.

"We appreciate the public’s understanding as this process runs its course," it said.

The lawsuit, filed by Madam Abbey on May 23, 2025, through her legal counsel Bernard Owiredu Donkor of Thompson Law Consult, claims that Telecel utilised her image on various platforms, including social media, to market its 'Telecel Red Save' digital savings product without her knowledge or permission.

Madam Abbey alleges that this act constitutes a breach of her privacy and personal liberties, as well as an abuse of her image rights.

The legal action highlights the potential impact of corporate advertising on individuals, particularly those whose images are used without consent.

Madam Abbey's statement of claim details that the widespread advertisement led to her family and customers mistakenly believing she had come into significant wealth, resulting in strained personal relationships and a negative impact on her mental health.

The case underscores the increasing importance of obtaining explicit consent for the use of personal likeness in commercial ventures, particularly for major corporations like Telecel Ghana, which serves millions of subscribers across the country.