Big Brother Naija Season 10 is officially underway, and show host Ebuka Obi-Uchendu is wasting no time setting the rules straight for the new housemates.

During the second launch of the season, titled 10/10, 14 male contestants entered the house, and Ebuka gave them a stern warning—no sleeping for more than two hours during the day and absolutely no brand promotion, or they risk immediate eviction.

He reminded the housemates that the competition had already begun, and there was no time to “warm up” or lay low.

“If you say, ‘I want to use the first week to get to know the housemates,’ it will just pass. The show has started today,” he said.

Ebuka, however, balanced his tough stance by encouraging the housemates to have fun, be expressive, and build friendships while in the house.

“We need people that have energy. Don’t be afraid to have fun, speak your mind. Enjoy yourselves in that house and make friends,” he added.

With these early instructions, fans can expect a lively and drama-filled season as the housemates settle in under Biggie’s watchful eye.