“You Are Looking for Trouble”: Emeka Ike Goes to War With Jaruma Over Son’s Video
Veteran Nollywood actor Emeka Ike has issued a sharp public rebuke of the controversial entrepreneur and self-styled sex therapist Hauwa Saidu Mohammed, widely known as Jaruma, after a video circulating online appeared to link his family name to promotional content for her business.
In a lengthy Instagram post on Friday, Mr. Ike demanded that Ms. Mohammed immediately remove his name, image, and any perceived association from what he described as “indecent and unacceptable” material. He said his lawyers were already reviewing the matter and warned that legal action would follow if the content was not taken down.
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“I have no connection to your brand, your products, or your activities,” Mr. Ike wrote, adding that tying his reputation to such material was a deliberate provocation. “You are looking for trouble, and you have found it.”
The dispute centers on a video that went viral in mid-January, featuring Mr. Ike’s first son, Michael Ike, in a scene widely interpreted as promotional material for Ms. Mohammed’s Kayamata products, a line of aphrodisiacs and sexual wellness items. Mr. Ike said the use of his identity in any form to advance such content was damaging to the image he had built over decades in the Nigerian film industry.
“Remove my name and picture immediately” — Actor Emeka Ike calls out Jaruma over video involving his son
Veteran Nollywood actor Emeka Ike has publicly distanced himself from a viral video involving his son and popular sex therapist Jaruma. pic.twitter.com/VgkjNA9BA2— Pure Gossip9ja (@Puregossip9ja) January 16, 2026
Mr. Ike, one of Nollywood’s most recognizable leading men of the 1990s and early 2000s, built his career around romantic and family-centered films, making him a household name. In his post, he described the viral video as incompatible with the values he had tried to uphold, calling it an affront to his personal and professional legacy.
Beyond his criticism of Ms. Mohammed, Mr. Ike directed much of his message to his son, expressing anguish and disappointment. He recounted financing Michael’s education and arranging opportunities abroad with the hope that his first child would complete university before pursuing any public career. He described education as a nonnegotiable foundation, mirroring the path he himself followed before entering the entertainment industry.
Mr. Ike accused his former wife, Suzanne Emma, of withdrawing their son from school and encouraging him to pursue social media fame instead. He portrayed Michael as vulnerable and misguided, saying the young man he once knew had been replaced by someone he barely recognized. His tone was both paternal and accusatory, suggesting that his son and Ms. Mohammed needed rehabilitation and guidance.
The post reopened long-standing wounds from Mr. Ike’s highly publicized divorce. He and Ms. Emma were married for roughly 15 years before their union was dissolved by a Lagos Island Customary Court in 2017. The marriage produced four children and ended amid bitter allegations, including claims of domestic abuse, which Mr. Ike has consistently denied. He has said the controversy cost him properties, business investments, and years of professional momentum, forcing a prolonged absence from Nollywood.
In recent interviews, including a 2023 appearance on Rubbin’ Minds, Mr. Ike spoke of the personal toll of the dispute, describing himself as a man rebuilding his career and family life. Although he has since returned to acting, his public narrative has remained closely tied to themes of injustice, reputation, and paternal responsibility.
Ms. Mohammed, 32, is one of Nigeria’s most polarizing internet personalities. Born in Billiri, Gombe State, she rose to prominence in the 2010s by branding herself as a sexual wellness entrepreneur and founder of Jaruma Empire Limited. Her business model blends traditional aphrodisiacs, provocative marketing, and direct-to-consumer sales, a combination that has brought her both wealth and controversy.
She has claimed at various times that her company generated hundreds of millions of naira during its peak years. Yet her career has been marked by public disputes, accusations of misleading advertising, conflicts with former partners, and admissions of drug dependency that led to rehabilitation. In 2022, her ex-husband publicly warned her against using his name to promote what he called “fake products.” Periods of absence from social media have often fueled speculation about her health and stability.
The latest controversy has once again placed her at the center of national conversation.
On social media, reactions have been sharply divided. Many users expressed sympathy for Mr. Ike, viewing his post as the cry of a father trying to shield his name and his family from public scandal. Others criticized him for airing private grievances online, arguing that his son, now an adult, has the right to make his own choices. Some questioned the irony of a film star condemning a culture of influence and spectacle that Nollywood itself helped shape.
As of Saturday, neither Ms. Mohammed nor Michael Ike had publicly responded to Mr. Ike’s accusations. The silence has only intensified speculation and debate, keeping the episode at the forefront of Nigerian online discourse.
