Richard Mofe Damijo popularly known as RMD, has voiced out his unhappiness with Jumia’s usage of his Instagram photos without his consent. Although Jumia has taken down the photos in contention, RMD’s lawyers are set to sue the e-commerce platform for punitive and exemplary damages for the infringement of his image rights.
Jumia’s Instagram team admitted using photos of the veteran actor alongside hashtags promoting JumiaFashion but when his representatives indicated disapproval, the pictures were immediately taken down. Following the actor’s disapproval in re-posting his photos on Jumia Fashion Instagram page, the insider said the company “apologised” took down the photos and “has responded to subsequent letters informing them of this.”
A trusted source disclosed that earlier this year when RMD’s solicitors first contacted Jumia, “Jumia Fashion’s Instagram page has not re-posted any of his photos” while stressing that none of his images were ever used on the website of the company for any commercial purposes.
The source further disclosed that aside from complaining about the act, lawyers of the actor asked Jumia to “offer conciliatory compensation”.
After this notification, RMD’s team went on an online search to determine the extent of the alleged infringement, and they found out the use of the hashtag – #Jumiafashion – “which connotes that he’s endorsing Jumia.” The actor’s legal team also asserted that some other brands may not be able to approach the actor for endorsement deals because they may not be inclined to “share a brand ambassador” with Jumia Fashion.
According to the brand/image representative of the actor, the use of RMD’s photos on Jumia’s social media platforms with the accompanying hashtags cost an endorsement deal and possibly prospective ones.
“We were talking to a couple of fashion brands who want him to be an ambassador and one of them actually pointed it out, that apparently RMD was endorsing Jumia Fashion,” she said.
“Since that conversation with one of the fashion brands that wanted RMD to endorse their products, their communication with us has slowed down a great deal.”
The Instagram Posts in Question
Photos: the cable www.thecable.ng