Isabella and Kayikunmi’s kiss: Should BBNaija be banned?

Once again, the Big Brother Naija (BBNaija) house has ignited public controversy. This time, it’s over a steamy kiss between housemates Isabella and Kayikunmi, a moment captured in a now-viral video that has prompted renewed calls for the reality show to be banned. The moral indignation was swift and fierce, with social commentators, religious groups, and concerned parents decrying the platform as a promoter of “immorality.” At the same time, defenders of the show argue for its cultural relevance, entertainment value, and more importantly, its massive economic contributions.

This polarizing debate is not new. Since its inception, BBNaija has walked a fine line between entertainment and controversy. But now, as Season 10 unfolds, we must revisit the question: Should BBNaija be banned? To arrive at a reasoned answer, we must critically examine both the moral concerns it raises and the economic lifeline it offers to Nigeria’s creative economy.

The Moral Lens: A Question of Cultural Erosion or Changing Norms?

The moral critique of BBNaija often hinges on the view that the show promotes indecency, promiscuity, and a disregard for Nigerian cultural and religious values. Critics argue that moments like the Isabella and Kayikunmi kiss — played out before millions of viewers, including impressionable youth — send dangerous signals. They claim the show normalizes public displays of sexual intimacy and prioritizes sensationalism over substance.

We got our first open kiss with Isabella and Kayikumi. His hands placement lol🤭#BBNaija pic.twitter.com/KhMLKWI6rn

— RainyZionn (@Rainyzionn) August 2, 2025

Religious institutions, particularly churches and mosques, have consistently condemned the show. To them, BBNaija is a portal to Western-style moral decay. The show’s format — encouraging housemates to flirt, wear revealing outfits, and engage in emotional and physical relationships under 24-hour surveillance — is seen as encouraging behavior that clashes with the conservative moral compass that defines many Nigerian homes.

Parents, too, are worried. The show often airs during prime time and has a significant online footprint. Young people follow the lives of the housemates with intensity, often mimicking their language, fashion choices, and relationship dynamics. The concern is valid: in a society struggling with rising sexual violence, gender-based abuse, and family breakdowns, BBNaija’s open display of physical intimacy may be adding fuel to the fire.

But others would argue that morality is not static. It evolves. What older generations see as vulgarity, younger ones may see as self-expression. The show reflects real-world conversations around identity, sexuality, mental health, and personal freedom — conversations that are already happening in living rooms and campuses across Nigeria, with or without BBNaija.

In this view, BBNaija is merely a mirror — reflecting a society in transition. The kiss between Isabella and Kayikunmi, while provocative, is not necessarily deviant; it is a symptom of changing cultural dynamics, where young people are negotiating boundaries that were once rigid and repressive. Should this evolving moral landscape be censored — or guided?

BBNaija and the Nigerian Economy: More Than Just Drama

Beyond the moral drama, BBNaija is an economic juggernaut. It is arguably the most commercially successful television franchise in Nigeria, and one of the most valuable Big Brother editions globally. The scale of its impact is hard to ignore.

First, there’s employment. BBNaija creates thousands of direct and indirect jobs each season — from crew members and editors to set designers, caterers, security staff, digital marketers, and even local vendors. It stimulates the media and entertainment value chain. Talent managers, brand consultants, advertisers, social media influencers, and PR agencies all benefit from the buzz BBNaija generates.

Then there is advertising. In 2021 alone, BBNaija reportedly raked in over ₦10 billion in advertising revenue. Brands across fashion, food, fintech, telecoms, and lifestyle sectors compete to sponsor or place products in the house. For many emerging businesses, getting a mention on BBNaija is a golden ticket to national recognition.

Moreover, the show has become a springboard for celebrity careers and small business visibility. Former housemates have gone on to become music stars, actors, entrepreneurs, reality TV influencers, and even political aspirants. Liquorose, Laycon, Whitemoney, Tacha, and others are proof that BBNaija is not just a show — it’s a platform for reinvention.

Nigerian creatives now see the BBNaija economy as a viable ecosystem. Designers whose clothes are worn by housemates get instant visibility. Makeup artists and hairstylists find new audiences. Music from upcoming artists featured during the show gets traction on streaming platforms. BBNaija’s ripple effect extends deep into Nigeria’s digital economy.

Should we then ban a show that keeps so many livelihoods afloat because of a kiss?

Isabella and Kayikunmi lol 🫠 #BBNaija #BBNaijaseason10 #BBNaijaS10 #BBNaijaseason10 #BBNaija2025 pic.twitter.com/egcDq0eecd

— Wild Flower (@stupendous107) August 2, 2025

Striking the Balance: Regulation, Not Cancellation

Let’s be clear: public concern about BBNaija’s content is not entirely misplaced. Nigeria is a multi-ethnic, religiously sensitive nation. Broadcasting must respect the diversity and decency codes expected by its audience. But banning BBNaija entirely may be throwing the baby out with the bathwater.

What’s needed is stronger content regulation — not outright cancellation. The National Broadcasting Commission (NBC) must do more than issue reactive sanctions. It must work closely with MultiChoice and other showrunners to enforce responsible broadcasting standards. Perhaps, moments that lean towards adult content can be moved to post-watershed hours or be accessible only on age-restricted platforms.

Parental control features must be promoted aggressively. The responsibility to shield children from adult content must also rest with guardians and educators who can contextualize what’s being consumed. BBNaija producers can also incorporate more edutainment — tasks and discussions that promote national unity, mental health awareness, and civic education, as seen in the themed tasks sponsored by NGOs and CSOs.

We must also reflect on the hypocrisy of our outrage. As a society, we consume foreign reality shows with far more explicit content — from Love Island to Too Hot to Handle — without nearly the same backlash. Are we angry because it’s happening in our backyard? Or are we uncomfortable with how it’s forcing us to confront our double standards?

A Mirror or a Monster?

The Isabella-Kayikunmi kiss has once again pushed BBNaija into Nigeria’s cultural and political hot seat. It forces us to ask tough questions about who we are, what we value, and how we evolve as a society. While moral concerns are valid, they must be weighed against the undeniable economic and cultural value of the show.

BBNaija is not perfect. It sometimes leans too hard on sensationalism. But it also serves as a powerful platform for storytelling, talent discovery, and economic empowerment. It is both a mirror and a marketplace — reflecting society while stimulating growth.

Rather than ban it, we should regulate it. Rather than condemn its viewers, we should understand their needs. BBNaija is here to stay — the question is whether we will engage it constructively, or allow outrage to drown out opportunity.