Why I don’t work with alcohol, tobacco brands – IK Osakioduwa

Popular Nigerian TV host and media personality, IK Osakioduwa, has disclosed that he deliberately rejects endorsement deals from alcohol and tobacco companies because of his personal convictions and faith.

Speaking during an interview on WithChude, Osakioduwa said his relationship with God influences the way he presents himself publicly, especially as a family-friendly brand.

According to him, his professional decisions are guided by principle rather than financial gain.

“How I choose to portray myself in the public space as a family-friendly brand, all of that comes from my relationship with God,” he said.

The media personality noted that he and his team had turned down several lucrative offers, stressing that they would never prioritise money over their values.

He revealed that some of the most financially rewarding endorsement deals come from alcohol and tobacco companies, but he has consistently refused them.

“When you come closer to how we do business, you will find that we are never going to take money over principle. We won’t work for a tobacco brand, and you won’t see us hosting alcohol brands,” he explained.

Osakioduwa admitted that the decision has cost him significant income, saying those industries typically offer high-paying contracts. However, he maintains he has no regrets about his stance.

He clarified that he does not criticise colleagues who accept such deals, referencing the biblical account of Jesus turning water into wine, but added that he believes God instructed him early in his career to take a different path.

The TV host also recounted that one of the first major opportunities he received, worth several millions of naira, was an alcohol endorsement, which he declined.

According to him, the experience reinforced his belief that money should never determine personal values.

“I have learned to see money come and go and not do things just for money. That’s why I think my life has been on a straight path all this time,” he added.