LATINO VOICES
06/03/2013 01:52 pm ET Updated Jun 03, 2013

Bruno Mars Invests In NJOY Electronic Cigarette Company, Started Using Product For Mom

Twitter/BrunoMars

Bruno Mars’ new investment won’t go up in smoke -- or so the star believes as he recently signed to financially back NJOY, the electronic cigarette company he began using on Mother’s Day to kick the habit.

Last Thursday, the Arizona-based company announced via a press release that the “Unorthodox Jukebox” singer had signed on as an investor. Details of the agreement were not disclosed but it’s not the first time the 27-year-old star publicly endorses the product.

On May 12, the artist tweeted a picture of himself using the electronic cigarette brand for the first time in order to quit smoking for his mother.

Mar’s mother, Bernadette Hernandez, passed away Saturday of a brain aneurysm, the Associated Press reported. Still, it seems the star is on his way to keeping his promise of becoming tobacco-free.

"I've been using NJOY Kings instead of cigarettes these days, and I'm sticking to it," Mars said in the press release. "I believe in the product and the company's mission."

NJOY was founded in 2006 and sells electronic cigarettes intended to simulate the “look, feel and flavor” of smoking traditional tobacco cigarettes, according to the company's website. Despite e-cigs’ popularity as a tool to quit smoking, the World Health Organization (WHO) released a statement in 2008 saying it does not consider their use a legitimate therapy for smokers.

"The electronic cigarette is not a proven nicotine replacement therapy," Assistant Director-General of WHO's Noncommunicable Diseases and Mental Health Cluster, Dr Ala Alwan, said in the communique. "WHO has no scientific evidence to confirm the product's safety and efficacy."

Nevertheless, Bruno seems adamant about continuing to endorse the brand -- going as far as putting money on its effectiveness.

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