The leadership of the Uganda Police Force has expressed strong disapproval regarding the utilization of its traffic image in a contentious commercial advertisement for “JESA JUS” juice. The television advertisement in question portrays a scenario where a traffic officer, purportedly conducting a routine traffic enforcement check, is depicted as easily swayed by a pack of JESA JUS offered by a panicky driver. Subsequently, the officer allows the driver and accompanying children to proceed without inspection, stating, “You can go.”
The advertisement insinuates corruption within the traffic police force, suggesting that officers can be bribed with “JESA JUS.” Furthermore, it implies that bribery is a common practice among children, encouraging the belief that one can evade consequences by offering bribes in compromising situations. By depicting the traffic officer, driver, and children as violators of traffic laws, the ad perpetuates negative perceptions of law enforcement among young viewers.
Additionally, the use of a lookalike traffic officer and the police uniform without explicit permission from the Inspector General of Police (IGP) is strictly prohibited, as it contravenes established regulations.
Moreover, the advertisement falsely implies that the police leadership endorses and supports the consumption and promotion of “JESA JUS.” This misrepresentation of the police force’s stance on the product is inaccurate and misleading.
In response to these concerns, the Uganda Police Force demands that the commercial firm responsible for the advertisement remove the content featuring the traffic police or withdraw the entire advertisement from all television, radio, and digital platforms. Failure to comply with this directive may result in legal action pursued by the Directorate of Legal and Human Rights Services through civil court proceedings.
The police spokesperson, SCP Enanga Fred, emphasizes the importance for marketers and advertising producers to obtain proper authorization before using police imagery or content in commercial advertisements.
