27/04/2026
Your Name, Your Photo, Your Results: Can a School or Company Use Them for Ads Without Asking?
Have you ever seen your photo or personal information used in an ad without permission? You’re not alone. Know your rights – and don’t be afraid to speak up.
Imagine flipping through a newspaper and seeing your child’s name and exam scores printed inside an advertisement – without your permission. Or walking past a shop and spotting your own face on a flyer, promoting a product you never agreed to endorse.
Sounds shocking, right? But these things actually happened in Kenya.
Two recent rulings by the Office of the Data Protection Commissioner (ODPC) have made it clear: your personal information is not free advertising material. Let’s break down what happened, what the law says, and how you can protect yourself.
Case 1: A School Uses a Student’s Results in a Newspaper Ad
In Complaint Number 1597 of 2025, a parent complained that Nairobi Academy had published their child’s name and examination results in a newspaper’s advertisement section. The school was using the student’s success to promote itself – without asking the parents first.
The ruling: The Data Protection Commissioner found that the school had unlawfully processed a minor’s personal information for commercial purposes. Because the school didn’t get consent from the parents, it broke the law.
Case 2: A Solar Company Uses Someone’s Photo on a Flyer
In another case (Complaint No. 1618 of 2024), a person discovered that a solar power company had put their image on marketing flyers – again, without permission. The company couldn’t prove that they had obtained the person’s consent.
The ruling: The company violated the law. Consent must be express, freely given, and informed – a silent nod or a lack of objection doesn’t count.
What Is “Private Data” Anyway?
In everyday language, private data is any information that can identify you. That includes:
Your name
Phone number
Email address
National ID number
Photographs
Location data
There’s also sensitive personal data – things like health records, fingerprints, and bank details. These get even stronger protection.
Under Kenyan law, your private data is protected by the Constitution, the Data Protection Act (2019), and related regulations.
When Can a Business Use Your Data for Advertising?
The law is very clear. A company or school can only use your personal information for commercial purposes (like advertising or marketing) if ALL of these are true:
You gave clear consent – not a hidden checkbox or a mumbled “I guess so”.
You were told upfront that your data would be used for marketing.
You have an easy way to opt out – and you haven’t opted out.
Your data is anonymised if possible (so people can’t tell it’s you).
If a business uses your name, photo, or results in an ad without following these rules? That’s unlawful processing – and you can complain.
Know Your Rights
Under Section 27 of the Data Protection Act, you have the right to:
Know how your data is being used.
Access any personal data a company holds about you.
Object to them using your data for marketing.
Correct false or misleading information.
Delete data that is wrong or no longer needed.
And remember: the burden of proof is on the business, not you. If a company claims you gave consent, they have to prove it – not the other way around.
Why This Matters to You
We live in a digital age. Schools, shops, banks, and even small businesses collect your data every day. Most of them mean well. But some see your personal information as a free asset to boost their sales.
That’s not okay.
The recent ODPC rulings send a strong message:
Your name, your child’s exam results, and your photo belong to you – not to any advertiser.
If a business uses them for commercial gain without your permission, they are breaking the law. And you can seek justice.
What You Can Do to Protect Yourself
Read consent forms carefully. Don’t just tick “I agree” without knowing what you’re agreeing to.
Ask questions. If a school or company asks to use your or your child’s image, ask: “For what purpose? For how long? Can I say no later?”
Keep records. Save screenshots, emails, or copies of ads that use your data without permission.
Complain. If you believe your data has been misused, file a complaint with the Office of the Data Protection Commissioner (ODPC). It’s free and you can do it online.
Spread the word. Share this article with other parents, friends, and colleagues. Many people don’t know they have these rights.
The Bottom Line
Personal data is not a public resource. It is part of your identity, your family’s privacy, and your dignity.
Whether it’s a school printing your child’s results in a newspaper, or a company sticking your face on a flyer – they must ask first. And you have the right to say No.
Kenya’s Data Protection Commissioner has shown that they are ready to enforce these rights. Now it’s up to us to know them, use them, and expect better from the organisations we trust.
Let us summarize together;
✅ A school cannot publish your child’s name and results in an ad without parental consent.
✅ A business cannot use your photo on a flyer unless you clearly agreed.
✅ Consent must be freely given, informed, and proven by the business.
✅ You have the right to object, access, correct, and delete your data.
✅ You can complain to the ODPC – and you might win compensation.