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One of my readers (thank you) brought this to my attention earlier today. It is with great disappointment that I have to do this, because clearly the company involved – AW Photo, unclear whether they are distributor or subsidiary or something else to do with Pentax Ricoh but claiming to be ‘Pentax Ricoh Indonesia’ – has used one of my images for commercial promotion purposes without permission or credit, from my review here. Note how the watermark is still in place – how could their web designer have failed to notice that? On top of that, the page was apparently last updated in October 2013 – that’s eight months of unauthorised use, and eight months in which HQ could have done something.

It isn’t even clear which entity they actually legally are, but to all appearances they represent Pentax Ricoh – even the fine print says ‘Copyright Pentax’ and ‘Developed by Pentax Indonesia’. We have to therefore assume that if they are a third party, they are an officially sanctioned one: Pentax Ricoh HQ in Japan therefore knows about them. So, where are the official product photos? There’s no need to steal one from my site; more than that, if you wanted to use it, you should have at least had the courtesy to ask. To top things off, that fine print asserts Copyright Pentax and All Rights Reserved: how can you own copyright or reserve rights over intellectual property that isn’t yours to begin with?

This is disgracefully unprofessional behaviour from a company that’s trying to sell cameras to photographers. Would you buy a camera from these people? Do you trust them? What does this say about the rest of their business?

To AW Photo, representatives and claimed official agents of Pentax Ricoh for Indonesia: You represent the main company. I am not flattered that you’re using my images. I shoot for a living. Maybe I should operate the way you do and just take my cameras from you without permission, too. I’m sure you wouldn’t like that very much, would you? On top of that, you steal an image from a review that’s promoting your product and helping you sell it. How stupid can you get? An invoice has been sent.

I’ve already sent this on to Pentax Ricoh HQ in Japan, but there’s no harm in letting them know how you feel: pentaxricoh@aw-photo.com and www-admin@ricoh.co.jp

I wouldn’t normally do this, but when a camera company or somebody passing themselves off as their representative is stealing the work of photographers, it’s a new low. Firstly, you’re saying to everybody else it’s okay to do it; secondly, you’re charging your customers for product and then taking their work! Stabbing your customers in the back is generally a very good way to go out of business, and on top of that taking an image from a well-publicised review belonging to a well known and visible photographer who was one of your biggest supporters is an incredibly stupid thing to do. I’m very sad, because of all the camera companies – Pentax Ricoh appeared to be one of those who actually cared about the photographers. I’m doubly sad because I purchased five lenses in anticipation of my pre-orders 645Z. And now this. To whoever is thinking ‘why is he complaining about free advertising’ – is it free advertising for say BMW if you go into their dealership, take a car without permission or paying and drive it around?

Note: It is unclear whether Japan HQ has anything to do with this, but in my past experience working with Japanese company subsidiaries or local entities, everything has to be sent back to HQ for approval. It is therefore extremely unlikely that they do not know about it.

AW Photo subsequently took the image down, and emailed to me: “The decision to used your picture are my decision to fulfill my target to make my company’s website looks wonderful, therefore please accept my deepest apology.”

Sorry, but this is still a prime example of how not to behave as a camera company. This is a new, extremely disappointing low. It seriously makes me question a) what’s going on at HQ that they don’t check subsidiary materials before publication, and b) whether I should continue to invest in the 645Z or any other PR products. This kind of corporate behaviour does NOT inspire confidence. When you buy a camera, remember you’re really buying the company behind it, too – otherwise you’re on your own if anything happens.

To Pentax Ricoh Japan: I’m still waiting for your response. Silence is a response too: it says loud and clear that you don’t care. I’m not saying that mistakes don’t and shouldn’t happen; but what defines a company is how they handle them when they do. I’m sure more than a few 645Z orders (mine included) are waiting on your response. MT

Update: T+3 hours, I’ve got 150+ comments of support between here, Facebook and twitter – approximately 30 of whom have expressly said they’re cancelling or withholding orders of the 645Z, and a few more GRs. You might also want to take a look at the additional responses on my site’s Facebook page. Can you really afford to ignore this, Ricoh?

Update at 20:30 GMT+8: I received a call from Ricoh Malaysia on behalf of Pentax Ricoh Japan: they’re aware of it, senior management is meeting first thing in the morning and I should receive a formal reply shortly thereafter. This is very encouraging news: it means they’re listening. I must also commend Rissa and her team at DSC World/ Pentax Ricoh Malaysia for taking the initiative to escalate the issue to HQ to begin with without any intervention on my part – it is clear they are doing a good job in looking after the brand. I am hopeful for a positive outcome – not least because I’ve already bought 5 lenses in anticipation of the 645Z which would otherwise be useless.

I am now closing comments as enough has been said. Let us give them a fair chance to reply and I will keep you updated here as events unfold. Thank you for your various points of view and support.

18 June: I now consider this issue to be resolved. Ricoh HQ have issued a formal apology and acknowledged the mistake, plus put measures in place to ensure it doesn’t happen again. Confidence is restored.

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