Salman Khan Summoned After Complaint On Elaichi Ad Sparks Debate On Celebrity Accountability

Bollywood superstar Salman Khan has once again found himself in the spotlight — this time, not for a film but for a brand endorsement. A consumer court in Kota, Rajasthan, has issued a notice to the actor following a complaint regarding a recent advertisement for an elaichi product. According to legal experts, the case raises crucial questions about the accountability of public figures and their influence on consumer behaviour, particularly when endorsing products linked to health risks.

Complaint Filed Over ‘Misleading’ Advertisement

The controversy began when a complaint was lodged by Inder Mohan Singh Honey, a Rajasthan High Court advocate and BJP leader, who claimed that the advertisement in question misleads consumers. The ad reportedly promotes an elaichi and pan masala product as 'saffron-infused' and priced at just ₹5 — a claim that the complainant argues is unrealistic. According to the petition, given that saffron costs nearly ₹4 lakh per kilogram, such a claim could not be genuine and may deceive the public.

The consumer court has now served notices to both Salman Khan and the company manufacturing the product, asking them to respond before the next hearing, which is scheduled for 27 November.

Celebrity Accountability Under Scrutiny

According to media and legal experts, the incident has reignited the debate around celebrity responsibility in brand endorsements. Public personalities have a strong influence on audiences, and their participation in promotional campaigns can significantly affect consumer trust. Honey argued that while international stars often refrain from endorsing unhealthy products, several Indian celebrities continue to promote products such as tobacco substitutes and pan masala, which are linked to health concerns , including oral cancer.

Experts point out that under India’s consumer protection laws, endorsers can be held accountable if the promoted product or its advertisement is found to be misleading. The case also brings attention to how advertising claims are vetted, particularly when high-profile celebrities are involved.

Health Concerns and Youth Impact

One of the major concerns highlighted in the complaint is the potential influence such advertisements have on young viewers. The petitioner stated that young fans often look up to celebrities like Salman Khan as role models, and seeing them endorse products related to pan masala could normalise their consumption. According to health professionals, even products marketed as 'mouth fresheners' can contain harmful substances that may contribute to serious illnesses such as mouth and throat cancer.

Public health advocates have long criticised the indirect marketing of products with addictive or carcinogenic properties. They argue that celebrities should exercise greater caution and social responsibility when associating with such brands.

Legal Perspective on Misleading Claims

Consumer rights experts say that under the Consumer Protection Act, 2019, advertisers and endorsers can face penalties for misleading advertisements. This includes suspension from further endorsements and financial fines if the claims are proven false. The court’s decision to issue a notice marks the first step towards determining whether the advertisement violates these guidelines.

Legal analysts believe the outcome could set an important precedent for how future celebrity endorsements are regulated. If found guilty, both the company and the celebrity could face penalties, though the nature of those sanctions will depend on the court’s findings after the November hearing.

Industry Reaction and Broader Debate

The development has sparked mixed reactions within the advertising and entertainment industries. Some marketing professionals believe that celebrities should be given the benefit of the doubt, as they often rely on the assurances of brands before signing endorsement contracts. Others argue that with their level of influence, stars have a moral duty to research the products they promote, especially those that could harm public health.

According to advertising analysts, this case could influence future industry guidelines, pushing agencies to tighten scrutiny and encourage more transparent practices when dealing with high-profile endorsements.

Salman Khan’s Current Projects

Amid the controversy, Salman Khan continues to focus on his professional commitments. The actor is currently hosting the latest season of Bigg Boss and is shooting for his upcoming film Battle of Galwan. Reports suggest that the movie is expected to release in June 2026. Despite the ongoing legal developments, Khan has not issued an official statement regarding the consumer court notice .