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Why Police tasked Jesa to pull down controversial ‘Jesa Jus’ advert

A screengrab in the controversial 'Jesa Jus' advert which police has since asked JESA Diary Farm to pull for misleading the public (Photo/PoliceUG)

Kampala, (UG):- The Uganda Police on Monday said they had tasked Jesa Dairy Farm to withdraw an on-air commercial advert for its juice in which a traffic officer is depicted as being corrupt.

In a Monday statement, the police spokesperson, Mr Fred Enanga said that police strongly condemned the use of its traffic image, as content in a controversial commercial advert, of its juice, popularly known as “JESA JUS”.

Mr Enanga explained that the advert “deceptively suggests that a traffic police officer, during a normal traffic enforcement routine stopped a driver for inspection, but is immediately compromised with a pack of Jesa Jus from 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.”

Police further say 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 the children. The driver and children are depicted as traffic violators,” Mr Enanga explained.

“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,” he added.

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Mr Enanga further explained that 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, he says 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.

Mr Enanga cautioned marketers and Ad producers to always seek authorisation before usage of police images in producing commercial adverts.

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“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,” he said.

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