PCCSIGN Sues Coca-Cola, Demands N1.5bn for Nigerian Models

The Professional Creators and Content Signatories of Nigeria (PCCSIGN) has sued Coca-Cola over the alleged unauthorised use of Nigerian models in its Ramadan campaign.

The President of PCCSIGN, Amb. Michael Obinna Nwabufo, popularly known as Mike Premium, disclosed this in Lagos on Monday.

Nwabufo said the suit was filed on behalf of 15 Nigerian models whose images were allegedly used beyond the scope originally agreed for the campaign.

He alleged that the campaign, initially intended strictly for Nigeria, was subsequently renewed and extended to other countries without the knowledge or consent of the models.

According to him, the models were neither consulted nor paid additional fees for the alleged expanded use of their images.

Nwabufo described the development as a violation of the models’ image rights and an exploitation of Nigerian creative talents.

He said PCCSIGN was demanding N100 million for each of the 15 models, bringing the total compensation being sought to N1.5 billion.

“Coca-Cola has gone too far. While the company continues to increase the prices of its products from 2024 to 2026, the fees paid to the models who help sell those same products remain unchanged.

“Brands raise prices freely, but the talents who promote them are treated as disposable. This double standard is unacceptable.

“We are demanding accountability because Nigerian models deserve proper contracts, fair negotiation and appropriate compensation whenever their images are used beyond the agreed terms,” he said.

Nwabufo also accused Wishbone Africa Production Company, which handled the campaign, of allegedly underpaying Nigerian models compared with their South African counterparts.

He alleged that the production company had, over the years, offered Nigerian models significantly lower rates for similar jobs.

“This discriminatory practice will no longer be tolerated. Nigerian talents cannot continue to receive inferior treatment for work of the same value.

“We have reached a point where models must understand the value of their image, while brands and production companies must respect the contractual rights of the people whose talents they use.

“PCCSIGN is prepared to pursue every lawful avenue necessary to ensure that Nigerian models are protected and fairly compensated,” he said.

As part of efforts to address what it described as poor remuneration in the modelling industry, PCCSIGN has introduced a new rate card for models in Nigeria.

Under the new rate card, the minimum fee for a lead role is N5 million, while a sub-lead role attracts N3 million.

The organisation said the rates applied to television commercials and print campaigns, subject to the nature and scope of individual jobs.

Nwabufo said the organisation would handle legal matters arising from the Coca-Cola Ramadan campaign and other related cases involving alleged exploitation of Nigerian talents.

“The days of using Nigerian models without proper contracts, fair negotiation and just compensation are over. We will not stand by while brands and production companies exploit Nigerian models.

“Every model has a right to know where, how and for how long their image will be used, and any extension of that use must be properly negotiated and compensated.

“Enough is enough. We are determined to ensure that Nigerian creative talents receive the respect, protection and remuneration they deserve,” he said. (END)