Corporate Accountability and Public Participation Africa (CAPPA) has condemned a five-year deal between Grammy Award-winning artist Burna Boy’s company, BrkFst, and Aspire North America, LLC, a subsidiary of Inspire Technology Inc., for the manufacturing and distribution of vaping products across Nigeria, Ghana, South Africa, and Europe.
In a press statement issued by CAPPA’s Media and Communication Officer, Robert Egbe, it was disclosed that Burna Boy’s BrkFst brand, known for its emphasis on cannabis and fashion culture, is aligning with Aspire North America, LLC, to introduce cannabis vaping and e-cigarettes in regions where cannabis is classified as an illicit substance.
This move, according to CAPPA, has sparked concerns regarding its potential impact on public health, particularly in nations grappling with drug proliferation and abuse.
CAPPA’s Executive Director, Akinbode Oluwafemi, expressed disappointment in Burna Boy’s decision, highlighting the dangers of promoting habits that can lead to severe health consequences.
Oluwafemi criticized the collaboration as a strategy by the tobacco industry to use influential figures like Burna Boy to normalize vaping, especially among young demographics.
Despite claims of safety and harm reduction, CAPPA pointed out that vapes are banned in numerous countries, while others enforce strict regulations due to health concerns. The organization emphasized the harmful substances present in e-cigarettes, including nicotine, volatile organic compounds, heavy metals, and carcinogens.
The tobacco industry’s tactics to attract new users and downplay health risks were condemned by CAPPA, which called for increased vigilance from both the public and government authorities.
The recent unauthorized use of LASAA’s logo in BrkFst vape advertisements in Lagos underscores the need for stricter enforcement of tobacco control laws.
CAPPA’s Policy and Research Analyst, Zikora Ibeh, also warned against the industry’s efforts to flood markets with supposedly safer and fashionable nicotine products, which ultimately perpetuate addiction and endanger public health.
Ibeh urged for strong and impactful awareness and action to counter the deceptive marketing tactics employed by the tobacco industry.