Bollywood stars warned over surrogate ads for banned product brand

Maharashtra state authorities have issued a stern warning to three prominent Bollywood actors, Shah Rukh Khan, Ajay Devgn, and Tiger Shroff, ordering them to cease their involvement in surrogate advertisements for a brand linked to a prohibited betel nut product. The actors are currently promoting Vimal's cardamom products, a brand widely associated with pan masala, a mixture considered harmful and a significant contributor to oral cancer.

The state's Food and Drug Administration has demanded an explanation from the actors within 15 days. This action is part of a broader food safety initiative by the state, which has also seen the suspension of licenses for numerous popular local and foreign restaurants due to poor hygiene standards. In recent weeks, the state has also shut down four Domino's stores and 12 warehouses belonging to major grocery companies.

The notice to the actors highlights that "Such use of the brand name and identity may have the effect of promoting, reinforcing or maintaining consumer recognition of the prohibited" product. Authorities have requested the actors remove the advertisements from their social media, halt further broadcasts, and disclose their endorsement agreements. This move by the state aligns with concerns previously raised by Prime Minister Narendra Modi's federal government regarding misleading surrogate advertisements, particularly after reports of liquor companies using unrelated products to promote their brands.

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Such use of the brand name and identity may have the effect of promoting, reinforcing or maintaining consumer recognition of the prohibited