Bollywood superstar Salman Khan has been summoned by the Kota Consumer Court over his association with a mouth freshener advertisement linked to a pan masala brand. The complaint alleges that the ad constitutes surrogate advertising, indirectly promoting pan masala under the guise of a different product.
The advertisement features Khan endorsing a saffron‑infused mouth freshener, priced at around ₹5. The complainant claims that the product’s branding is misleading, as saffron is an expensive ingredient and unlikely to be present in such a low-cost item. This raises concerns about the truthfulness of the advertisement and its potential to mislead consumers.
The complainant also emphasized the responsibility of celebrities, noting that their endorsements carry significant influence, particularly over young audiences. Promoting products linked to pan masala and tobacco can send the wrong message and indirectly encourage the consumption of harmful substances.
Salman Khan and the makers of the product have been issued notices by the Kota Consumer Court to appear and respond to the allegations. The court is set to review the case, focusing on whether the advertisement constitutes a deceptive or misleading promotion. The next hearing is scheduled for 27 November, and the decision could set an important precedent regarding celebrity endorsements and surrogate advertising in India.
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