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The leadership of the Uganda Police Force has expressed strong disapproval regarding the use of its traffic image in a contentious commercial advertisement promoting “JESA JUS” juice. The TV advertisement portrays a scenario where a traffic officer, engaged in routine enforcement, allegedly accepts a bribe of JESA JUS from a driver and children, subsequently allowing them to proceed without inspection.
The advert insinuates corruption within the traffic police force, depicting the officer as easily swayed by bribery in the form of “JESA JUS.” By showcasing the officer’s acceptance of the bribe in front of children, it suggests that bribery is a norm and implies that individuals can evade consequences by offering bribes.
Furthermore, the advertisement promotes a negative perception of the police force among children, fostering the belief that bribery is acceptable behavior. The unauthorized use of the police uniform and likeness of a traffic officer without the explicit permission of the Inspector General of Police (IGP) is strictly prohibited, as it contravenes established regulations.
Additionally, the advert falsely implies that the police leadership supports and endorses the consumption and promotion of “JESA JUS,” which is not the case. Therefore, the Uganda Police Force demands that the commercial firm removes the content featuring the traffic police or withdraws the entire advertisement from all television, radio, and digital platforms. Failure to comply may result in legal action taken by the Directorate of Legal and Human Rights Services.
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This incident serves as a reminder to all marketers and advertising producers to seek proper authorization before using police imagery or content in commercial advertisements. Upholding ethical standards and respecting legal regulations is paramount in advertising practices.
Uganda Police Force’s Demands Regarding Controversial Commercial Ad:
| Concerns Raised | Action Required |
|---|---|
| Use of police traffic image in commercial advert | Removal of traffic police content or entire advertisement |
| Insinuation of corruption within the police force | Halting further display on TV, radio, and digital platforms |
| Promotion of bribery among children | Compliance with demands to avoid civil court sanctions |
| Unauthorized use of police uniform and likeness of traffic officer | Respect for regulations regarding police image usage |
| False implication of police leadership endorsement of “JESA JUS” product | Cease dissemination of misleading information |
Recommendation: All marketers and advertisers should obtain proper authorization before utilizing police imagery or content in commercial advertisements to ensure compliance with legal and ethical standards.
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