Media personality IK Osakioduwa has opened up about his decision to refuse endorsement deals with alcohol and tobacco companies.
The TV personality, in a recent interview on WithChude, revealed that the decision stemmed from his faith and personal principles that guide his professional choices.
IK maintained that his identity as a family-friendly public figure is deeply influenced by his relationship with God, and that spiritual connection informs every business decision he makes.
“How I choose to portray myself in the public space as a family-friendly brand, all of that come from my relationship with God,” he said.
“When you come closer to how we do business, you will find that we never ever going to take money over principle.”
The 46-year-old media star, born Ikponmwosa Osakioduwa, disclosed that rejecting high-paying opportunities has come at a high financial cost.
He noted that alcohol and tobacco brands often offer the most lucrative deals, but he has consistently refused to associate with them.
“They are companies that we don’t work for. For instance, we won’t work for a tobacco brand. You won’t see us hosting alcohol brands or tobacco brands,” he said.
“Those choices are deliberate, I mean we have lost a lot money to it. That is where the money is. They make the most money and I am not judging anybody who does.”
He further stressed that he does not view such brands as sinful, however, he believes that God directed him to take a stand on the issue: a decision that was tested almost immediately.
“It’s not a sin to work with them — after all, Jesus turned water into wine. But I believe it’s a position God wanted me to take early in my career,” he said.
“In fact, the first big job that was going to pay me multiple millions was an alcohol deal.
“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.”
