The Uganda Police has come out to express its frustration over an advert from Jesa Farm Dairy promoting their Jesa Jus product. Police spokesperson, Fred Enanga said that the message being depicted in this advert is misleading and damaging to the Uganda Police Force (UPF).
In addition, Fred Enanga said that as Uganda Police Force, they strongly condemn the use of its traffic image in the creation of content. This is where he drew lines and distanced the force he speaks to from this advert. And warned those involved to be cautious.
“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.” He said in part of his address.
But what is in the advert?
Well, the ad suggests that an officer during a traffic enforcement exercise stopped a certain driver for inspection. However, he was compromised by the driver of the truck who has kids. This panicky driver gives the officer a pack of Jesa Jus and he lets them go without inspection as he says that they can go since they have given him this juice.
Fred Enanga said that this advert sends a wrong image about the Force. It also sends a wrong image to the kids in the car and the general public. According to him, it signals that traffic officers and other law enforcement personnel can easily be bribed with such petty items. And also that people can bribe their way out of traffic violations.
“The Advert 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 letting 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” he said.
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However, many netizens took to the Police statement and said that what the advert depicted is true. This is because these officers are easily bribed. Some even went ahead to tell how they have bribed officers on roads.
Lawyers talk about the advert, and say that Uganda Police has a full mandate to sue Jesa Farm Dairy and win the case since the advert has individuals using the police attire. We are waiting for the next step UPF will take, but banning the advert is the next step to go for.
