Bollywood superstar Salman Khan has been issued a legal notice by the Kota Consumer Court on November 5, 2025, following a complaint accusing him of endorsing "misleading" advertisements for Rajshree Pan Masala. The petition, filed by senior BJP leader and Rajasthan High Court advocate Inder Mohan Singh Honey, demands an immediate ban on such promotions, alleging they falsely claim the product contains "saffron-infused cardamom" and "saffron-infused pan masala".
Honey, who has long campaigned against surrogate advertising for tobacco-related items, argues that the claims are deceptive given saffron's exorbitant price of nearly ₹4 lakh per kilogram, making it implausible in a product retailing for just ₹5 per pouch. The court has summoned Khan and the manufacturing company for a formal response ahead of a scheduled hearing on November 27.
The controversy centres on the ethical implications of celebrity endorsements in India's pan masala industry, which often skirts direct tobacco promotion through vague flavour descriptors. Honey's complaint highlights how such ads, featuring Khan's massive fanbase, glamorise the product and lure impressionable youth into consumption, exacerbating public health risks. He pointed to rising oral cancer cases linked to pan masala and betel nut chewing, a major concern in Rajasthan, where tobacco-related illnesses claim thousands annually.
"Salman Khan is a role model for many people," Honey told ANI, criticising the actor's role in normalising harmful habits. This isn't Khan's first brush with such scrutiny; he has faced multiple FIRs and bans for similar endorsements with brands like Vimal Elaichi, prompting stricter guidelines from the Ministry of Information and Broadcasting in 2023.
In a broader critique, Honey contrasted India's lax regulations with global standards, noting that celebrities abroad avoid promoting even soft drinks due to health advocacy pressures. "I urge them to not spread the wrong message to the youth, as pan masala is one of the leading causes of mouth cancer," he emphasised, calling for accountability from stars who profit from surrogate ads estimated to generate billions in revenue.
The Federation of Indian Chambers of Commerce & Industry (FICCI) has previously echoed these concerns, estimating that misleading promotions contribute to a 15% annual rise in youth tobacco initiation. As Khan's Being Human Foundation champions social causes, this case underscores the dissonance between his public image and commercial choices, potentially influencing future endorsement deals amid evolving Advertising Standards Council of India (ASCI) codes.
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The hearing's outcome could set a precedent for consumer protection in celebrity-driven marketing, especially as digital platforms amplify ad reach. With no response yet from Khan's team or Rajshree Pan Masala, the spotlight intensifies on Bollywood's role in public health narratives. For now, the case amplifies calls for transparent labelling and bans on youth-targeted promotions, reminding fans that their idols' choices extend beyond the silver screen to real-world impacts.
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