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Bollywood superstar Salman Khan has once again found himself entangled in legal controversy — this time for his endorsement of a pan masala brand. A consumer court in Kota, Rajasthan, has issued a notice to the actor after a complaint accused him and the brand of misleading consumers through deceptive advertising.
The complaint was filed by Mohan Singh Honey, a senior BJP leader and advocate at the Rajasthan High Court. Honey alleged that the advertisements for Rajshree Pan Masala, endorsed by Salman Khan, falsely claim the product is “saffron-infused,” misleading the public and encouraging youth to consume harmful products.
The complaint: ‘False saffron claim misleading consumers’
In his petition to the Kota Consumer Court, Honey named both the brand and Khan as respondents. He argued that the company’s marketing claims are not only fraudulent but also ethically irresponsible, given the health risks associated with pan masala consumption.
“The advertisement is misleading consumers by claiming that the product contains saffron. Saffron is one of the world’s most expensive condiments, costing nearly Rs 4 lakh per kilogram, while a pan masala pouch sells for around Rs 5. It is impossible for such a product to contain genuine saffron,” Honey said in his statement.
He further contended that such advertisements glamorize the consumption of pan masala, a substance widely known to cause oral and throat cancers. “Celebrities like Salman Khan are role models for millions. When they promote these harmful products, it sends a dangerous message to the youth,” he told ANI.
Court notice and hearing date
Following the complaint, the Kota Consumer Court issued official notices to Salman Khan and Rajshree Pan Masala’s manufacturing company, seeking a formal response.
The next hearing in the case is scheduled for November 27. According to reports, the company also produces cardamom (elaichi) variants under the same brand name, a common practice among pan masala manufacturers attempting to maintain a “non-tobacco” image in their marketing.
Pan masala endorsements under scrutiny
The pan masala industry in India is valued at over Rs 46,000 crore, and celebrity endorsements have long been a lucrative part of its advertising strategy.
In recent years, several top Bollywood stars — including Ajay Devgn, Shah Rukh Khan, and Tiger Shroff — have faced public criticism for endorsing similar products. Another popular brand featuring these stars has also claimed to contain “saffron,” drawing parallels to the current controversy surrounding Khan.
While some actors have argued that they only endorse the cardamom-flavored, non-tobacco variants of these products, health activists say the distinction is often blurred in the minds of consumers, especially youth.
‘Celebrities must act responsibly,’ says petitioner
Advocate Honey emphasized that celebrities should exercise greater discretion when lending their names to products with potential health risks. “In many countries, public figures refuse to advertise even soft drinks or fast food because of the message it sends. But in India, film stars promote products like tobacco and pan masala that directly contribute to cancer and addiction,” he said.
He added that his goal was not personal animosity toward Salman Khan but rather to set a precedent for ethical advertising. “We hope this case will make influential figures think twice before endorsing harmful substances,” Honey concluded.
Salman Khan’s history with legal controversies
This is not the first time Salman Khan has faced legal trouble. Over his decades-long career, the actor has been entangled in multiple high-profile cases.
He was previously accused in the 2002 Mumbai hit-and-run case, in which one person was killed, and also faced charges in a blackbuck poaching case in Rajasthan. Though he was acquitted in the hit-and-run case, the controversies have periodically resurfaced throughout his career.
Despite these challenges, Khan remains one of Bollywood’s most bankable stars, with a massive fan following and numerous brand endorsements. However, this latest legal notice once again raises questions about the social responsibility of celebrity endorsements — particularly when linked to health-sensitive products.
Industry response
While neither Salman Khan nor Rajshree Pan Masala has yet issued an official statement regarding the notice, legal experts note that consumer courts have increasingly been proactive in addressing false advertising claims involving major celebrities.
If found guilty of misleading promotion, both the brand and its ambassador could face penalties under the Consumer Protection Act, 2019, which holds endorsers accountable for the authenticity of product claims.
For now, all eyes will be on the November 27 hearing, where the court is expected to seek clarification on the brand’s saffron claim — and on the accountability of celebrities in shaping public behavior.
