Jaipur Consumer Court Summons Shah Rukh Khan, Ajay Devgn, and Tiger Shroff Over Misleading Pan Masala Advertisement

In a significant legal development, the District Consumer Disputes Redressal Forum in Jaipur has issued notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff, along with the chairman of JB Industries, the manufacturer of Vimal Pan Masala. The notices pertain to allegations of misleading advertising, specifically claims that each grain of the pan masala contains saffron—a statement deemed implausible given the high cost of saffron relative to the product's price.

Background of the Case

The controversy centers around advertisements for Vimal Pan Masala, which feature the aforementioned actors endorsing the product with the tagline "daane daane mein hai kesar ka dum" (each grain has the strength of saffron). This claim has been challenged by consumer rights activist Yogendra Singh Badiyal, who filed a complaint asserting that the advertisement is misleading. Badiyal points out that saffron costs approximately ₹4 lakh per kilogram, making it economically unfeasible for a ₹5 pan masala pouch to contain genuine saffron.

Legal Proceedings Initiated

Acting on Badiyal's complaint, the consumer forum, chaired by Gyarsilal Meena with member Hemlata Agarwal, issued notices to the actors and JB Industries' chairman, requiring their appearance on March 19, 2025. The forum seeks clarification on the veracity of the saffron content claims made in the advertisements and the potential implications for consumer rights and public health.

Legal Framework and Clauses Invoked

The complaint invokes provisions of the Consumer Protection Act, 2019, particularly focusing on misleading advertisements and unfair trade practices. Section 2(28) of the Act defines a misleading advertisement as one that falsely describes a product or service, gives a false guarantee, or deliberately conceals important information. Section 21 empowers the Central Authority to impose penalties on endorsers of misleading advertisements, including fines and prohibition from endorsing any products or services for a specified period. These provisions aim to protect consumers from deceptive marketing practices and ensure that advertisements do not mislead or cause harm to the public.

Role of Celebrity Endorsements in Advertising

Celebrity endorsements have long been a powerful marketing tool, leveraging the popularity and trust associated with public figures to promote products. However, this influence carries responsibility. Celebrities endorsing products are expected to ensure that the claims made in advertisements are truthful and not misleading. The Consumer Protection Act, 2019, emphasizes this responsibility, holding endorsers accountable for promoting products that could potentially harm consumers or mislead them.

Legal Perspectives on the Case

Legal experts suggest that this case underscores the increasing accountability placed on celebrities in advertising. Advocate Rajesh Sharma notes, "The law clearly mandates that endorsers must exercise due diligence to verify the claims made in advertisements. Failure to do so can lead to legal consequences, as seen in this case." This perspective aligns with the intent of the Consumer Protection Act to safeguard consumer interests by ensuring that influential figures do not promote products with false claims.

Speculations and Potential Outcomes

While the case is pending and the outcomes are yet to be determined, several potential scenarios could unfold:

1. Imposition of Penalties: If the forum finds the advertisement to be misleading, JB Industries and the endorsing actors could face penalties, including fines and directives to cease the misleading advertisements.

   
   
   
   

2. Mandatory Corrective Advertising: The forum may order the respondents to issue corrective advertisements, clarifying the actual contents of the product to rectify any misinformation disseminated to the public.

   
   
   
   

3. Ban on Endorsements: The actors could face temporary bans on endorsing products if found guilty of promoting misleading advertisements, as per the provisions of the Consumer Protection Act.

   
   
   
   

4. Strengthening of Advertising Standards: This case could set a precedent, prompting stricter scrutiny of celebrity endorsements and leading to more rigorous enforcement of advertising standards in India.

Conclusion

The notices issued to Shah Rukh Khan, Ajay Devgn, Tiger Shroff, and JB Industries highlight the critical importance of honesty and transparency in advertising. As the case progresses, it serves as a reminder of the legal and ethical responsibilities that come with celebrity endorsements, especially concerning products with significant health implications. The outcome of this case could have far-reaching implications for advertising practices and consumer protection in India, reinforcing the necessity for endorsers to diligently verify product claims before associating their public personas with them.