Popular TV personality IK Osakioduwa has opened up about why he deliberately turns down multimillion-naira endorsement deals from alcohol and tobacco companies — despite the financial rewards attached.
Speaking during a recent interview on WithChude, the media star revealed that his faith and relationship with God influence the way he presents himself publicly as a family-friendly brand.
“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.
According to Osakioduwa, his business decisions are rooted firmly in principle rather than profit.
“When you come closer to how we do business, you will find that we are never going to take money over principle.”
The broadcaster disclosed that this stance has cost him significant financial opportunities over the years, as alcohol and tobacco brands are among the highest-paying advertisers.
“There 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. Those choices are deliberate. We have lost a lot of money to it. That is where the money is. They make the most money — and I am not judging anybody who does.”
Osakioduwa clarified that his decision is a personal conviction rather than a moral condemnation of others in the industry. Referencing the biblical account of Jesus turning water into wine, he stressed that working with such brands is not inherently sinful.
“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 recounted that one of the first major offers of his career — worth several millions was from an alcohol company.
However, he felt spiritually guided to decline the deal and has remained consistent in that decision ever since.
“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.”
For Osakioduwa, protecting his values and maintaining a clear conscience outweigh the lure of financial gain even when the price tag runs into millions.