The Maharashtra Food and Drug Administration (FDA) has issued notices to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff for allegedly appearing in advertisements promoting the Vimal Pan Masala brand. It has once again brought into focus celebrity endorsements of pan masala and related products and the responsibilities of public figures appearing in mass-market advertising.
The state food safety authority’s notice came as advertisements featuring famous film personalities to promote pan masala brands are in the spotlight once more. Such advertisements have been a source of public debate for years about tobacco and areca-nut products and their potential health effects.
Shah Rukh Khan, Ajay Devgn and Tiger Shroff are among India’s most recognizable movie stars, and they have huge national and international audiences. They use advertising campaigns to get brands in front of younger viewers and consumers, especially those who follow celebrities in Bollywood.
The Maharashtra FDA’s action is therefore significant because it focuses on the brand being advertised but also on the participation of high-profile celebrities in promotional campaigns.
The notices ask actors to provide explanations for their connection to the advertisement. The exact legal and regulatory implications will depend on the contents of the notices and the relevant provisions under which the FDA has acted.
Pan masala advertising has long been an issue in India. In the past, such companies have been criticised for their marketing strategy, labelling and the association of their products with tobacco use. Celebrity endorsements have intensified the debate because, as such, the image of a product is affected by big players in advertising.
Brands generally use famous actors in their campaigns to create aspirational brand images and increase consumers’ recognition. Big movie actors can make ads extremely memorable and make them more accessible on television, digital platforms and social media.
The controversy around such advertisements is not new. Bollywood celebrities have received considerable criticism for endorsing pan masala and similar products, and some actors have changed their policies or publicly apologized.
The latest notices involving Shah Rukh Khan, Ajay Devgn and Tiger Shroff could therefore renew discussion about the responsibilities of celebrities when endorsing products consumed by the public.
From a regulatory perspective, it has become more and more important for authorities to make sure that food and related products comply with the safety and labelling criteria and advertising standards. The food and drug authorities play an important role in enforcing food safety regulations within their jurisdictions.
The issue also raises questions about the distinction between pan masala and tobacco-containing products. Not all pan masala products contain tobacco, and in the case of each individual product, the legal status and its labelling must depend on the composition and applicable regulations. Accordingly, the advertising rules and restrictions must be considered for the specific product and campaign.
For the actors, the notices are an opportunity to respond to the regulator’s concerns and provide any explanation or documentation requested. Receiving a notice does not establish wrongdoing or liability. Any further regulatory action would rest on the authorities’ findings and the actors’ responses.
Advertisers, for the sake of advertisers, the episode shows how to take a close look at promotional campaigns with celebrities when products are heavily regulated or health-sensitive.
A consumer’s point of view is that celebrity endorsement should not be treated as a substitute for evaluating the ingredients of a product, health implications, or regulatory status.
The Maharashtra FDA’s action might also impact the broader advertising industry if regulators are more concerned about celebrity endorsements of pan masala and related products. Brands and agencies are likely to have to take regulatory compliance and reputational risks into account when they choose public figures for campaigns more seriously.
The notices have once again put the intersection of Bollywood, advertising and public-health regulation at the forefront. It will be up to Shah Rukh Khan, Ajay Devgn and Tiger Shroff to respond or take action against the Maharashtra FDA.
And the case could very well become one more prominent episode in India’s continuing debate over celebrity endorsements and the promotion of products connected with public-health problems.
