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HomeNATIONAL NEWSWhy Police Is Not Happy With This Juice Advert

Why Police Is Not Happy With This Juice Advert

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The police leadership has strongly condemned the use of its traffic image, as content in a controversial commercial advert, of its juice, popularly known as “JESA JUS”. The TV Ad, deceptively suggests that a traffic officer, during a normal traffic enforcement routine, stopped a driver for inspection. But is immediately compromised, with a pack of JESA JUS, by the panicky driver and children, after which he left them to proceed without inspection in his words “You can go”, after taking the “JESA JUS”

The Ad made reference to the traffic police, as being corrupt and easily bribed by “JESA JUS”. The driver is seen, allegedly bribing a traffic officer with a packet of JESA JUS in front of children and lets them off the hook. It therefore, draws a link between the traffic officer, the driver and children. The driver and children are depicted as traffic violators.

It also promoted acts of bribery among children that you can easily buy your way out, once caught up in a compromising situation. And reinforce negative perceptions by children against police. The appearance of a lookalike traffic officer and the use of the police uniform without the express permission of the IGP is strictly prohibited, since it is fully gazetted.

In addition, the advert deceptively suggests that the police leadership endorses the product of “JESA JUS” and further supports, the campaign to market, sell and drink the product, which is not true.

As a result, we demand that the commercial firm, pulls out the traffic police content or the entire advert, and halts any further displays on TV, radios and other digital platforms. Failure to do so, will call for sanction in the civil court of law, by the Directorate of Legal and Human Rights Services.

We urge all intending marketers and Ad producers to always seek authorization or usage of the police image and content before producing a commercial advert.

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