50 Cent 'glorifies gun culture in ad'

Rapper 50 Cent has been accused of glamorising gun culture in a new advert for sportwear firm Reebok.

He is seen in a TV commercial counting to nine, thought to be a reference to claims that he has been shot nine times.

In print ads, the star appears in a menacing pose beside an image of fingerprints and the slogan 'I am what I am.'

50 Cent, real name is Curtis Jackson, is quoted as saying: 'Where I am from there is no Plan B. So take advantage of today because tomorrow is not promised.'

It is believed to be a reference to how he lives on edge in a world where gang rivals are routinely shot. But British antigun charity The Disarm Trust has criticised the £12million campaign, which also features Kelly Holmes and Lucy Liu.

Chairman Bill Brown said it was ' irresponsible and despicable' and 'preyed on young impressionable black males.'

But Reebok marketing chief Dennis Baldwin defended the adverts saying: 'The stars used are contemporary icons who have accomplished their dreams by being true to themselves and following their own unique path to greatness.'