Bollywood celebrities are once again facing questions over their association with pan masala-linked advertisements. The Maharashtra Food and Drug Administration recently issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over Vimal Elaichi advertisements, alleging that the campaign amounts to surrogate promotion of pan masala.
The controversy raises a larger question: should celebrity endorsements be treated as “just a job”?
Actors often acknowledge the influence they have on audiences. Brands pay them precisely because their popularity can shape consumer choices. Therefore, their responsibility does not necessarily end with checking whether an advertised product is legally permitted.
Surrogate advertising has long attracted criticism because products such as elaichi can keep a pan masala brand visible without directly promoting the restricted product. This makes celebrity involvement particularly sensitive, given the reach and aspirational appeal of major stars.
The debate is not about declaring actors personally responsible for consumers’ choices. It is about recognising that public figures make commercial decisions that can influence millions.
Akshay Kumar faced similar criticism over a Vimal endorsement in 2022 and later apologised and stepped away from the association.
Ultimately, legality and personal responsibility are separate questions. Celebrities may have the right to accept endorsements, but they also have the choice to decide which brands deserve their public image.