Rihanna has upset fans and angered critics following the release of her latest music video We found love where she is seen glamorizing smoking.
The Ulster Cancer Foundation of Ireland has labeled her "irresponsible" for endorsing the deadly habit.
UCF Cancer Prevention Officer Doreen Reegan explained, “Three-quarters of adult smokers start the habit as teenagers, which is why it is so irresponsible of Rihanna to influence her young fan base in this way."
The backlash follows a separate incident that occurred whilst filming the number one hit song.
Local Christian farmer Alan Graham demanded the filming stop and the pop idol cover up after he witnessed filming take place near his backyard, describing her behavior and skimpy clothing as "inappropriate."
Reegan weighed in adding: “After so much hype around the filming of the video it was very disappointing to see Rihanna so blatantly smoking throughout it.”
Rihanna who rose to fame following her 2009 assault from then famous boyfriend Chris Brown, has attracted millions of fans worldwide since revealing her new Good Girl Gone Bad image.
Although Rihanna has publicly spoken out against critics saying does not want to be considered a role model to children and simply saying the parents are responsible, Reegan dismissed the statements saying, "Artists such as Rihanna are held in high esteem and regarded as role models by millions of young people."
Reegan added, "We are very concerned that young people watching the video will see smoking as glamorous and want to copy her behavior."