The police leadership has strongly condemned the use of its traffic image in a controversial commercial advert for its juice product, popularly known as “JESA JUS.” The TV advertisement depicts a scenario where a traffic officer appears to be easily bribed with a pack of JESA JUS by a panicky driver and children during a routine traffic stop. The officer then allows them to proceed without inspection, stating “You can go.”
The advertisement inaccurately portrays the traffic police as corrupt and easily bribed by “JESA JUS.” It creates a link between the traffic officer, the driver, and the children, depicting them all as traffic violators. Additionally, it promotes acts of bribery among children by suggesting that one can easily buy their way out of a compromising situation.
Furthermore, the advert falsely suggests that the police leadership endorses the product “JESA JUS” and supports its marketing campaign, which is not true. The appearance of a lookalike traffic officer and the use of the police uniform without express permission from the Inspector General of Police (IGP) is strictly prohibited.
As a result, the police demand that the commercial firm withdraw the traffic police content or the entire advert and cease any further displays on TV, radio, and other digital platforms. Failure to comply may result in legal action by the Directorate of Legal and Human Rights Services.
The police urge all intending marketers and advertisement producers to seek authorization for the usage of police image and content before producing commercial adverts.
