Nigerian Afrobeats superstar Adekunle Gold, popularly known as AG Baby, has threatened to take legal action against a commercial bank for allegedly exploiting his viral ‘first-class giveaway’ initiative in its advertising campaign without his permission.
The singer, who recently trended on social media for rewarding first-class graduates with cash gifts to celebrate academic excellence, expressed outrage after the bank seemingly capitalized on his initiative to promote its services.
The controversial advertisement, which appeared on social media and digital platforms, read:
“AG Baby no send you first class gift? No worries, ALAT’s got you covered. Enjoy up to 70% off your favorite brands this weekend via eVouchers on the ALAT app – it’s no crime to not have a first-class degree.”
Adekunle Gold, who is known for his fan-friendly initiatives and positive brand image, reacted sharply to the ad, questioning the bank’s ethics and warning of possible legal repercussions.
Taking to X (formerly Twitter), the singer wrote:
“Dear @wemabank @alat_ng, when did this start? You’ll be hearing from my people.”
Adekunle Gold launched his ‘first-class giveaway’ earlier this month as a personal initiative to reward academic brilliance among Nigerian students. The gesture received massive praise across social media, with many lauding the singer for recognizing the hard work of students in a country where education is often undervalued.
The bank’s attempt to ride on the trend for marketing purposes without seeking his consent has sparked a debate on intellectual property rights and the unauthorized use of celebrity-driven campaigns for commercial gain.
Entertainment lawyers have weighed in on the matter, noting that Adekunle Gold could have a strong case if the bank’s campaign is proven to infringe on his personality rights or mislead the public into associating him with the promotion.
“Using a celebrity’s name or initiative for commercial purposes without permission can amount to misappropriation and potential defamation, especially if it suggests endorsement,” said Lagos-based entertainment lawyer Tunde Adeyemi.
Industry insiders have also criticized the bank for what many described as “lazy marketing,” warning brands to respect artists’ intellectual property to avoid damaging partnerships with the entertainment industry.
The controversy highlights Adekunle Gold’s rising influence beyond music. His personal giveaways, fashion collaborations, and charitable acts have positioned him as one of Nigeria’s most bankable entertainers.
The award-winning singer, who recently released new singles and is set to embark on an international tour, has been expanding his brand image as a socially responsible artist who connects with his fans on and off the stage.
While the bank has yet to issue an official statement, Adekunle Gold’s legal team is reportedly preparing a formal complaint. If unresolved, the dispute could set a major precedent for how Nigerian banks and corporate brands engage with celebrity-driven trends.