In an era where a single photo or voice clip can travel from Makola Market to Silicon Valley in seconds, one thing is clear: image and identity are under siege, and people, from local traders to global entertainers, are pushing back.
Ghana: The Market Woman Who Said “No”
In May 2025, Madam Faustina Djagbele Abbey, an onion seller at Accra’s Makola Market, filed a landmark lawsuit against Telecel Ghana for GH¢2 million. Her image was used allegedly without her consent in a nationwide marketing campaign promoting Telecel’s Red Save product.
The campaign ran across billboards and digital platforms, turning Madam Abbey into the unintended face of a telecom savings product. But what might have been a flattering moment for some was deeply distressing for her. She says the exposure strained her relationships and caused significant reputational harm, all because she never consented to be part of the campaign.
Backed by Ghana’s Data Protection Act, 2012 (Act 843) and Article 18 of the 1992 Constitution, which protects privacy rights, her case is rapidly becoming a flashpoint in the fight for personal image rights.
Eminem’s Publishing Company Vs Meta
At the same time, on the global stage, the image rights battle has gone digital and viral.
In May 2025, Eight Mile Style, the publishing company behind Eminem’s early musical catalogue, filed a lawsuit against Meta Platforms Inc., alleging the unauthorized use of some of Eminem’s songs across Facebook, Instagram, and other Meta products. With a claim exceeding USD 100 million in damages, this headline-making case is a timely reminder: copyright enforcement in the digital age is more crucial and complex than ever.
What’s the Case About?
According to the lawsuit filed in a Michigan federal court, Meta allegedly failed to obtain proper licenses for the use of Eminem’s music in user-generated content such as Reels and Original Audio tracks. Despite repeated notices and partial takedowns, the publisher claims that instrumental, karaoke, and remixed versions of Eminem’s work remained accessible, thereby infringing on their copyright.
Interestingly, Eminem has publicly distanced himself from the lawsuit, stating he is not personally involved. The case underscores that copyright holders, whether artists or publishing entities, must remain vigilant in monitoring digital use of their content.
Why These Cases Matter
Though worlds apart, these two cases raise the same fundamental question:
How does one enforce or protect their copyright in the digital economy?
Whether it’s the authentic smile of a Ghanaian market woman or the digital voice of an American rap icon, the unauthorized use of one’s likeness, either through AI or traditional photography, is no longer a grey area. It’s a rights issue. A legal issue. A human issue.
Implications for Brands & Tech Companies
- Always get consent.
Even informal or “public” photos and AI imitations can trigger lawsuits if used for marketing without explicit permission. - AI ≠ immunity.
The use of AI-generated content doesn’t absolve responsibility. Unauthorized replication of someone’s image or voice, even with AI, can lead to serious legal consequences. - Cultural awareness is critical.
What may seem like a harmless campaign could lead to emotional, reputational, or economic harm, especially in societies where power dynamics are unequal.
The Future of IP Rights
From Makola to the metaverse, the fight for control over one’s image and copyrighted work is intensifying. Courts in Ghana and the U.S. are being asked to decide whether human dignity can stand firm in the face of digital convenience.
At VE Legal, we believe it can and must. Whether it’s advising creators, protecting brands, or fighting for individuals whose identities have been misappropriated, we are committed to helping clients navigate this evolving legal frontier.
