Benson Odiwuor Otienoโ€™s Post

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Trainee Advocate at TripleOkLaw LLP||Legal Researcher โœ“Currently Researching on Image Rights and Copyright Law.

On May 15, 2024, the Office of the Data Protection Commissioner delivered a decision regarding the post-employment use of videos featuring former employees. Here's why this decision deserves a closer look: ๐‚๐š๐ฌ๐ž ๐๐š๐œ๐ค๐ ๐ซ๐จ๐ฎ๐ง๐ The complainant alleged unauthorized use of his image in a video post-resignation. Initially created for marketing purposes during his employment, the video continued to be used by the employer even after his resignation. โš–๏ธ ๐‘ป๐’‰๐’† ๐‘ซ๐’†๐’„๐’Š๐’”๐’Š๐’๐’ The ODPC determined that the employer failed to obtain the complainantโ€™s consent for continued use of their image after separation from employment. Consequently, this was deemed commercial exploitation of the complainant's image and awarded KES 500,000 to the complainant. ๐Ÿšฉ ๐‘ท๐’“๐’๐’ƒ๐’๐’†๐’Ž๐’” ๐’˜๐’Š๐’•๐’‰ ๐’•๐’‰๐’† ๐‘ซ๐’†๐’„๐’Š๐’”๐’Š๐’๐’ While the decision rightfully focuses on data subjectsโ€™ rights, it failed to take into account the employment context under the "๐’˜๐’๐’“๐’Œ ๐’…๐’๐’๐’† ๐’‡๐’๐’“ ๐’‰๐’Š๐’“๐’†"ย  principle in this particular case.Had the ODPC considered the following aspects, a different conclusion might have been reached: ๐Ÿ”‘ ๐™’๐™ค๐™ง๐™  ๐˜ฟ๐™ค๐™ฃ๐™š ๐™›๐™ค๐™ง ๐™ƒ๐™ž๐™ง๐™š ๐˜พ๐™ค๐™ฃ๐™˜๐™š๐™ฅ๐™ฉ This principle dictates that work created within the scope of employment belongs to the employer, unless otherwise agreed. ๐˜๐˜ฏ ๐˜ฆ๐˜ฎ๐˜ฑ๐˜ญ๐˜ฐ๐˜บ๐˜ฎ๐˜ฆ๐˜ฏ๐˜ต ๐˜ค๐˜ฐ๐˜ฏ๐˜ต๐˜ฆ๐˜น๐˜ต๐˜ด, ๐˜ช๐˜ง ๐˜ฆ๐˜ฎ๐˜ฑ๐˜ญ๐˜ฐ๐˜บ๐˜ฆ๐˜ฆ๐˜ด' ๐˜ท๐˜ช๐˜ฅ๐˜ฆ๐˜ฐ๐˜ด ๐˜ฐ๐˜ณ ๐˜ช๐˜ฎ๐˜ข๐˜จ๐˜ฆ๐˜ด ๐˜ธ๐˜ฆ๐˜ณ๐˜ฆ ๐˜ถ๐˜ด๐˜ฆ๐˜ฅ ๐˜ฅ๐˜ถ๐˜ณ๐˜ช๐˜ฏ๐˜จ ๐˜ต๐˜ฉ๐˜ฆ๐˜ช๐˜ณ ๐˜ต๐˜ฆ๐˜ฏ๐˜ถ๐˜ณ๐˜ฆ ๐˜ง๐˜ฐ๐˜ณ ๐˜ญ๐˜ฆ๐˜จ๐˜ช๐˜ต๐˜ช๐˜ฎ๐˜ข๐˜ต๐˜ฆ ๐˜ฃ๐˜ถ๐˜ด๐˜ช๐˜ฏ๐˜ฆ๐˜ด๐˜ด ๐˜ฑ๐˜ถ๐˜ณ๐˜ฑ๐˜ฐ๐˜ด๐˜ฆ๐˜ด ๐˜ข๐˜ฏ๐˜ฅ ๐˜ข๐˜ญ๐˜ช๐˜จ๐˜ฏ๐˜ฆ๐˜ฅ ๐˜ธ๐˜ช๐˜ต๐˜ฉ ๐˜ต๐˜ฉ๐˜ฆ๐˜ช๐˜ณ ๐˜ซ๐˜ฐ๐˜ฃ ๐˜ณ๐˜ฐ๐˜ญ๐˜ฆ๐˜ด, ๐˜ต๐˜ฉ๐˜ฆ๐˜บ ๐˜ฎ๐˜ข๐˜บ ๐˜ฏ๐˜ฐ๐˜ต ๐˜ค๐˜ญ๐˜ข๐˜ช๐˜ฎ ๐˜ฆ๐˜น๐˜ฑ๐˜ญ๐˜ฐ๐˜ช๐˜ต๐˜ข๐˜ต๐˜ช๐˜ฐ๐˜ฏ ๐˜ช๐˜ง ๐˜ต๐˜ฉ๐˜ฆ๐˜ด๐˜ฆ ๐˜ฎ๐˜ข๐˜ต๐˜ฆ๐˜ณ๐˜ช๐˜ข๐˜ญ๐˜ด ๐˜ข๐˜ณ๐˜ฆ ๐˜ถ๐˜ด๐˜ฆ๐˜ฅ ๐˜ฑ๐˜ฐ๐˜ด๐˜ต-๐˜ฆ๐˜ฎ๐˜ฑ๐˜ญ๐˜ฐ๐˜บ๐˜ฎ๐˜ฆ๐˜ฏ๐˜ต.ย ๐˜๐˜ฐ๐˜ธ๐˜ฆ๐˜ท๐˜ฆ๐˜ณ, ๐˜ช๐˜ง ๐˜ต๐˜ฉ๐˜ฆ ๐˜ถ๐˜ด๐˜ฆ ๐˜ฆ๐˜น๐˜ต๐˜ฆ๐˜ฏ๐˜ฅ๐˜ด ๐˜ฃ๐˜ฆ๐˜บ๐˜ฐ๐˜ฏ๐˜ฅ ๐˜ข๐˜จ๐˜ณ๐˜ฆ๐˜ฆ๐˜ฅ employment ๐˜ต๐˜ฆ๐˜ณ๐˜ฎ๐˜ด, ๐˜ฆ๐˜ฎ๐˜ฑ๐˜ญ๐˜ฐ๐˜บ๐˜ฆ๐˜ฆ๐˜ด ๐˜ณ๐˜ฆ๐˜ต๐˜ข๐˜ช๐˜ฏ ๐˜ณ๐˜ช๐˜จ๐˜ฉ๐˜ต๐˜ด. โ—However, valid claims may arise if: ๐‘‡โ„Ž๐‘’ ๐‘ฃ๐‘–๐‘‘๐‘’๐‘œ ๐‘–๐‘  ๐‘ข๐‘ก๐‘–๐‘™๐‘–๐‘ง๐‘’๐‘‘ ๐‘๐‘’๐‘ฆ๐‘œ๐‘›๐‘‘ ๐‘Ž๐‘”๐‘Ÿ๐‘’๐‘’๐‘‘ ๐‘๐‘ข๐‘Ÿ๐‘๐‘œ๐‘ ๐‘’๐‘  ๐‘‡โ„Ž๐‘’ ๐‘ฃ๐‘–๐‘‘๐‘’๐‘œ ๐‘–๐‘  ๐‘’๐‘š๐‘๐‘™๐‘œ๐‘ฆ๐‘’๐‘‘ ๐‘“๐‘œ๐‘Ÿ ๐‘๐‘œ๐‘š๐‘š๐‘’๐‘Ÿ๐‘๐‘–๐‘Ž๐‘™ ๐‘”๐‘Ž๐‘–๐‘› ๐‘๐‘’๐‘ฆ๐‘œ๐‘›๐‘‘ ๐‘Ž๐‘”๐‘Ÿ๐‘’๐‘’๐‘‘ ๐‘ก๐‘’๐‘Ÿ๐‘š๐‘  Otherwise, employers will be compelled to adopt practices that are not commercially viable, leading to significant legal and operational complications. Employees' legal recourse depends on whether the usage of their image or video aligns with ๐ฉ๐ซ๐ข๐จ๐ซ ๐œ๐จ๐ง๐ฌ๐ž๐ง๐ญ ๐š๐ง๐ ๐ฃ๐จ๐› ๐ž๐ฑ๐ฉ๐ž๐œ๐ญ๐š๐ญ๐ข๐จ๐ง๐ฌ. This balance is key to protect employees' rights as data subjects while respecting employers' business needs and practicalities. Employees who consented to their video or image being used while employed can request removal after leaving by sending a cease and desist letter. This process respects their rights to control their personal data, ensuring their privacy is maintained. ๐Ÿ“˜Every case tells a story. For precedents that shape the narratives of justice, follow my page, share my posts, and feel free to inbox me for engaging discussions See attached copy of the judgement.

Benson Odiwuor Otieno

Trainee Advocate at TripleOkLaw LLP||Legal Researcher โœ“Currently Researching on Image Rights and Copyright Law.

2mo

For example, consider an employee who was hired to create instructional videos demonstrating how to log into the company's portal. These videos, created in the course of employment and uploaded to YouTube, serve to communicate the business of the employer. It would be unfair and economically impractical for the employer to be barred from using these videos after the employee leaves the company. The employer invested resources in producing these videos, which remain useful for training and customer support. Forcing the employer to remove or redo these videos would result in unnecessary financial loss and disruption to their operations. However, employers must ensure that there are stringent contractual clauses to address such situations and provide total protection. Contracts should explicitly state the extent and duration of the rights to use the employeeโ€™s image, both during and after employment. This includes clear terms regarding the use of images in promotional materials, instructional videos, and other business-related content.

Innocent Kinara Rasugu

Commercial Lawyer & Dispute Resolution Expert

2mo

Benson Odiwuor Otieno Do an employee's image rights constitute "work done for hire"? Are those not meant to be obtained under separate consent - if you look at sports stars contracts, the issue of image rights is always negotiated and agreed to in separate and specific terms often different from the terms of what they are being hired to do? What were the terms of such separate consent in this case? My quick thoughts based on your analysis even before reading your decision.

Antony Mbugua

Partner - Litigation and Dispute Resolution at G. M Muchoki & Company Advocates (GMM Advocates)

2mo

My thoughts: The ODPC's decision was right in that it was focusing on the rights of the Complainant post resignation. The Complainant argued that his consent ought to have been sought post resignation hence the conclusion that the his rights were violated. It was not for the ODPC to venture into the issue of whether the Complainant was agitating for his rights while still under employment. That was not an/the issue before.. Great insights though ๐Ÿ‘Œ Let the discourse continue

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