IN light of the historic achievements of Saint Lucia’s star sprinter, Julien “Juju” Alfred, businesses must secure proper licensing and endorsements before using her image for commercial purposes.
Sports Minister Kenson Casimir has emphasised the importance of dialogue on this issue. He noted that businesses and entrepreneurs must understand the legal implications of capitalising on Julien Alfred’s image for financial gain.
The Minister stressed that the unauthorised use of her likeness is unacceptable. Small businesses seeking to profit from Julien Alfred’s success must operate within the bounds of the law. He advocates for greater dialogue on this matter, which could have significant repercussions for businesses and entrepreneurs involved in selling branded products.
Minister Casimir also highlighted the need for an educational campaign to inform businesses about the proper use of Julien’s likeness. “We are entering a realm that has never been seen before in our history, and so an educational outreach needs to be made, especially to the corporate sector,” Casimir told reporters at a recent media briefing.
He noted that while some businesses in the corporate sector are aware of the rules and regulations regarding merchandising and retail trade and will adhere to the law, others may resort to unlawful practices.
Julien Alfred’s agent is vigilant in managing the use of her likeness by corporate organizations. However, referring to small businesses on the island, Casimir mentioned, “It’s been a free-for-all since she won, with everyone printing their T-shirts to earn a slice of the pie.”
Casimir acknowledged that as a developing country, small businesses will utilize whatever means available to generate income. However, he cautioned entrepreneurs to adhere to the laws regarding her likeness and image.
He added that “as a nation, we are in uncharted territories and so…an educational campaign needs to be implemented, in terms of the use of her likeness, going forward.”
With the issue being highlighted in the press and on social media, legal authorities stress the importance of the corporate sector and small businesses respecting laws regarding merchandising and retail trade.
Attorney-at-law Jadia Jn Pierre emphasizes the necessity for businesses to obtain permission before retailing branded Julien Alfred products. She stressed that using someone’s intellectual property for financial gain without authorization is unacceptable and must be addressed.
In conclusion, Julien Alfred’s team must ensure that proper authorisation and legal means are in place for entrepreneurs to profit from retailing her branded products. All businesses must adhere to the laws and regulations to avoid engaging in illegal practices.