India Minus Politics: Celebrity Endorsements and Unethical and Harmful Products in India

     Indian celebrities have a long history of endorsing products that pose serious health risks. From tobacco and pan masala to alcohol and gambling, stars of Bollywood, sports, television and social media have lent their fame to market these items. Although direct advertising of tobacco and liquor is banned by law, surrogate marketing (promoting non-harmful products under the same brand name) has proliferated. High-profile partnerships with pan masala and gutka brands (tobacco-based mouth fresheners) and even gambling websites are now common.

This article examines how such endorsements have evolved, their impact on youth and public health, the legal framework governing them, and why movies and ads keep normalizing these habits. It also contrasts India’s approach with stricter international standards, and considers how politics affects celebrity accountability. Finally, we suggest reforms: stronger regulations, ethical advertising standards, and greater celebrity responsibility to protect young people.

 

Historical and Current Landscape of Celebrity Endorsements

     For decades, Indian stars have been frontmen for controversial products. In the early 1990s, just before cigarette advertising was banned, Bollywood icons appeared in tobacco ads – for example, the veteran actor Ashok Kumar famously lit a cigarette in a 1960s Wills cigarette poster. After the Cigarettes and Other Tobacco Products Act (COTPA) of 2003 outlawed tobacco marketing, brands resorted to surrogate advertising. They tied tobacco and liquor names to benign products and used celebrities to reinforce brand identity. Thus Vimal Elaichi (cardamom) ads featured heavyweights like Shah Rukh Khan, Ajay Devgn and Akshay Kumar, implicitly promoting their tobacco brand. Similarly, Kamla Pasand pan masala ads have starred Amitabh Bachchan, Shah Rukh Khan and Ranveer Singh. On the cricket field, brandlicensing allowed Royal Stag whiskey to use Rohit Sharma and Jasprit Bumrah in music-CD ads, and Royal Challenge liquor to enlist Virat Kohli for its water and energy drink lines. These high-visibility campaigns – often timed around the IPL or festivals – keep harmful brands top-of-mind.

In recent years social media influencers and reality-TV stars have also joined the fray. Many have promoted online betting and gambling apps in flashy Instagram reels, despite such games being largely illegal. Some Bollywood stars, like Urvashi Rautela, became brand ambassadors for gambling sites (e.g. 1xBet), sparking controversy. In 2024 the government formally warned all celebrities and influencers to refrain from advertising offshore betting or gambling, branding such promotions harmful to society. Yet enforcement lags: many online ads for betting continue unabated, often featuring popular faces. Overall, the celebrity marketing landscape in India remains skewed. Even as some stars refuse these deals, many are happy to endorse products in lucrative contracts.

 

Impact on Youth, Public Health and Consumer Behavior

     Research shows that celebrity promotions of addictive products strongly influence young people. In India, exposure to tobacco advertising predicts initiation of smoking among adolescents. In one longitudinal study, boys highly receptive to tobacco ads were over twice as likely to start using tobacco. The national Global Youth Tobacco Survey data revealed that over 70% of Indian teens reported seeing pro-tobacco ads on billboards, a figure which rose in the late 2000s. Bollywood’s portrayal of on-screen smoking reinforces this effect: a study of schoolchildren found those with high exposure to smoking scenes in Hindi films had more than double the odds of ever using tobacco than those with low exposure. Exposure to alcohol imagery works similarly: one analysis of 300 popular Bollywood films (1994–2013) found 93% featured alcohol use and 70% featured tobacco use. In that sample, alcohol appeared an average of seven times per film and tobacco four times. These constant portrayals – often with stars looking suave or rebellious – normalize drinking and smoking.

The public health costs are huge. India loses about 1.3 million lives per year to tobacco – roughly 13 lakh deaths annually, according to government figures. Tobacco-related cancers and heart disease strain families and the healthcare system. Smokeless tobacco and pan masala are especially deadly: an estimated 40% of all cancer cases in India are blamed on tobacco (including gutka/pan masala) and alcohol. Oral cancer – often caused by gutka – is by far the most common cancer among Indian men. One global study found over 83,400 of South Asia’s 105,500 oral cancer cases occurred in India, driven largely by gutka/areca-nut abuse; the authors warned that Bollywood ads for pan masala are fueling “painful…incurable” mouth cancers in young people.

Gambling promotions have similarly grave consequences. A recent study by IIM Rohtak found that celebrity-endorsed gambling apps greatly increase young people’s intent to gamble. Young viewers exposed to gambling ads featuring stars were far more likely to think gambling is easy money – especially if the ad’s legal disclaimers were delivered by non-celebrities (whom they ignored). In the worst-case scenario (celebrity endorsement plus an ineffective warning), more than 78% of youth said they would gamble, risking addiction. The real-world toll is already evident: a recent petition to India’s Supreme Court noted that in just one year in Telangana, 978 young people committed suicide due to gambling-related financial distress. Stories abound of families ruined after betting apps advertised by popular actors. In sum, multiple studies and statistics confirm what common sense suggests: when movie stars and sports heroes glamorize cigarettes, gutka, alcohol or gambling, young fans are far likelier to try them, often with tragic results.

 

Legal and Advertising Standards

     India’s laws technically forbid direct advertising of tobacco, alcohol and many gambling products. The Cigarettes and Other Tobacco Products Act (COTPA) 2003 bans all tobacco ads in media, on billboards and sponsorships. Similarly, Cable TV Rules (1994) and subsequent directives prohibit liquor ads on TV. Yet loopholes remain. Surrogate advertising (promoting an alternate product under the same brand name) is not explicitly outlawed by law, so tobacco and liquor brands exploit it. The health ministry and courts have battled surrogates: for example, a 2005 COTPA amendment tried to ban any tobacco depiction in films and TV, but producers challenged it and it was struck down on free-speech grounds. Today, OTT and TV rules (2023) require smoking in films/series to include anti-tobacco disclaimers and prevent brand placement, but implementation is uneven.

Self-regulatory codes also exist. The Advertising Standards Council of India (ASCI) forbids celebrity endorsements of products requiring statutory warnings (like tobacco or wine). In late 2023 new guidelines under the Consumer Protection Act proposed heavy fines (₹10 lakh+) on celebrities who do surrogate ads for banned products. In practice, though, enforcement is weak. Industry watchdogs have issued advisories: in March 2024 the Ministry of Information & Broadcasting advised all influencers and endorsers to stop promoting offshore gambling sites, warning of “rigorous scrutiny” and penalties. The Central Consumer Protection Authority similarly urged platforms to disable accounts of gambling advertisers. State authorities have begun acting: Telangana police recently filed FIRs against 25 actors and influencers (e.g. Rana Daggubati, Vijay Deverakonda, Prakash Raj) under anti-gambling and IT laws for promoting betting apps. Health officials even asked the IPL to bar all surrogate ads in stadiums, and sportspeople from endorsing tobacco/alcohol, to protect viewers.

Yet many violations go unchecked. ASCI’s own critics call it “toothless” – rules exist on paper but are often ignored. For example, Vimal Elaichi commercials starring top actors ran for months even after public uproar; TV channels regularly air Pan Masala hoardings featuring stars. The recent flurry of notices (e.g. to SRK and co.) shows growing scrutiny, but so far no celebrity has been criminally charged in India simply for a harmful ad. This lax enforcement reflects the reality: India’s regulatory standards are weaker than those of many Western nations, where blanket bans leave no surrogate loophole.

 

Case Studies: Celebrity–Brand Partnerships

        ● Pan Masala and Gutka (Tobacco): In 2022–23 IPL seasons, almost every big star jumped on this bandwagon. Kamla Pasand signed Amitabh Bachchan and later Ranveer Singh; when Bachchan faced online revolt in late 2021, he abruptly withdrew and returned his fee. Vimal Elaichi – the flagship tobacco brand in disguise – has long been fronted by Ajay Devgn, often paired with Shah Rukh Khan. In April 2022 Akshay Kumar appeared alongside them in a Vimal Elaichi commercial, provoking outrage since he also promotes fitness campaigns. Within days he publicly apologized and “stepped back” from the deal. Yet the ads continued airing with his image (contractually), illustrating how brands benefit: the PR spin helps the celebrity save face, while the product gains “free” publicity. Other stars have appeared in gutka ads: Salman Khan in Rajshree Elaichi spots, Hrithik Roshan in Signature Elaichi, and even Telugu superstar Mahesh Babu in Pan Bahar campaigns with Tiger Shroff. Not all celebs comply: in 2024 Anil Kapoor turned down a ₹10 crore paan-masala deal, saying he “has a responsibility” to fans and won’t promote harmful products. His example is rare amid the trend.

        ● Alcohol (Surrogate Promotions): Direct liquor ads are banned, so brands use channel-surfing tactics. Carlsberg’s Tuborg music CDs feature Bollywood parties with slogans from its beer campaign, and Diageo’s Black & White whiskey ads reappear as ginger ale videos. The government recently proposed banning all such surrogate ads, even threatening to hold endorsing celebrities accountable. On the sports field, Royal Stag whisky uses stars like Rohit Sharma and Jasprit Bumrah in music videos or special events (no alcohol shown), while Royal Challenge whisky has Virat Kohli fronting its mineral water and energy drink adverts. Cricket legends have occasionally danced in such ads: Sunil Gavaskar, Virender Sehwag and Kapil Dev appeared in Kamla Pasand spots. By contrast, icons like Sachin Tendulkar and Rahul Dravid have steadfastly refused any alcohol or tobacco endorsements, often campaigning against them.

        ● Gambling and Gaming: Celebrities from Bollywood to regional cinema have been ambivalent about gambling. The recent case of actress Urvashi Rautela is telling: industry bodies demanded legal action after she promoted the offshore betting app 1xBet, calling it “false and misleading” advertising. Lawyers note endorsers risk bans or even criminal charges under the Consumer Protection Act if they flout advisories. In 2022, even sports anchors Aakash Chopra and Sanjay Manjrekar faced criticism for lending their faces to betting ads, prompting an MIB directive that discouraged any such promotions. Notably, no major film or TV star is openly gambling these days (IPL players are under scrutiny), but the ads still run with younger influencers and some actors testing the limits. The swift public backlash against gambling promos – and resulting FIRs in states like Telangana – suggest that celebrity involvement here may soon become a very costly gamble.

        ● Tobacco Surrogates in Media: Bollywood films and songs themselves act like endorsements. For example, a recent music video tweeted that cigarettes were “made of gulkand, kya?” – a viral jibe at Akshay Kumar’s TV ads for Vimal Elaichi. In 2022 Akshay actually apologized on social media: he reiterated “I have not and will not endorse tobacco” even as he stepped away from the pan masala ad. Activists even demanded the government revoke Padma awards of the stars involved, highlighting the hypocrisy. This case underscores how celebrities often try to spin these deals as innocuous (“just elaichi, not cigarettes”) while the net impact remains the same. Media narratives and PR damage control frequently clash with the health facts; consumers eventually realize that surrogate ads and movie glamorization are not harmless.

 

Media Narratives vs. Health Realities

     Ads and film portrayals paint tobacco, alcohol and gambling as glamorous, fun or “spicy”. Pan masala commercials show A-list actors in lavish parties, talking about success and tradition, never health risks. Bollywood songs casually mention being drunk or high as romantic or rebellious. On-screen smoking scenes often lack any negative consequence. The overall media narrative downplays danger: one Vimal Elaichi ad was cheekily billed “flavor of brotherhood”, emphasizing social bonding over medical warnings. In reality, however, these products are deadly. Tobacco is literally “death in a packet” – as a marketer once admitted in a British documentary on selling cigarettes. Pan masala and gutka cause incurable oral cancers. Alcohol leads to liver disease and drunk-driving fatalities. Gambling ruins families financially and mentally. Social media has begun pushing back: memes mock celebrities who deny endorsing cigarettes (“are cigarettes made of gulkand?”), and hashtag campaigns have called out Bollywood for hypocrisy. But film songwriters and ad agencies keep spinning fantasies. Unless viewers connect the dots, the naive appeal (“If my hero does it, it must be cool”) can override sober science.

Thus there is a stark gap between media narratives and logical health consequences. While ads talk of style, survey after survey shows that actual consumption of these products causes widespread disease and death. The myth of harmlessness propagated by ads has no footing in medical data. It’s this dissonance that public health campaigns and regulation must address.

 

Role of the Entertainment Industry in Normalization

     Indian movies, TV shows and music play a huge role in normalizing tobacco, alcohol and gambling. A viewer watching films daily may see their favorite hero light up countless cigarettes or toast shots of whisky without a hint of regret. This normality erodes the social taboo against these behaviors. A PLOS One study of Bollywood films (1994–2013) found that three-quarters of Hindi films for general audiences showed tobacco or alcohol use, and these depictions increased over time. Although tobacco use in movies has declined since tighter rules were introduced in 2005–06, scenes of smoking are still common – one study noted an average of four tobacco incidents per film even in the 2000s. Alcohol shows (7 per film on average) are even more prevalent. On television and streaming, even news or talk shows quietly pour tea laced with the “haldi-chai” colloquialism for tobacco or let guests sip drinks. Product placement blurs reality: songs endorse whiskey brands, web series heroes gamble on camera.

This persistent presence saturates culture. In free time, Indian youths spend hours on OTT platforms and YouTube; a government-ordered study found that influencers on social media are actively glamorizing e-cigarettes and vapes through lifestyle content, despite a ban on these products. The tobacco industry’s tactics – using music, youth icons and trendy themes – deliberately target kids and young adults. In fact, the World Health Organization has praised India’s recent move to regulate streaming content with anti-smoking messages, but cautions it must be strictly enforced. Compared to countries where smoking in films is taboo or strictly rated for adults, Bollywood still implicitly endorses these vices. Until the film and music industries take responsibility (by, for example, refusing paid placements for gutka or showing realistic consequences), the entertainment ecosystem will keep these harmful habits seeming “normal” and acceptable in society.

 

International Comparisons

     India’s approach lags well behind stricter regimes abroad. In the UK, Australia, Canada and many EU countries, tobacco advertising of any kind is fully banned. The UK’s Tobacco Advertising and Promotion Act (2002) and subsequent laws outlaw all tobacco ads and sponsorships; cigarettes come in plain, branded-free packs (required since 2016). On-screen smoking in movies triggers higher age ratings – and many Western films now avoid showing cigarettes at all. Bollywood’s 93% film occurrence of smoking would be unthinkable in markets like Australia, which in 2006 introduced the world’s toughest graphic-packaging and marketing ban laws.

Alcohol advertising is also more regulated abroad. Many countries forbid celebrity endorsements of alcohol on TV and require prominent “drink responsibly” disclaimers (India’s ads have nothing comparable). In the UK, new codes explicitly scrutinize any gambling ad to ensure it doesn’t appeal to minors; regulators are even poised to ban celebrities in betting commercials. In contrast, Indian ads for betting sites exploded until recently.

The net result is that youth in the West have lower exposure. For example, UK youth smoking rates are half of India’s (roughly 10–12% vs ~20% of adults), credited to decades of prevention and advertising bans. Similarly, strict enforcement in Australia and Canada means fewer minors see drinking glamorized. India’s relatively lax media environment keeps dangerous product imagery circulating widely. Without outright bans and vigorous policing, any celebrity in India can still appear to “market” a harmful product – something virtually unheard-of in highly-regulated markets. In essence, developed countries have moved from prohibition to prevention, whereas India still lets surrogate marketing skirt the rules.

 

Political Influence and Celebrity Accountability

     In India, the nexus between celebrities, media and politics complicates accountability. Many stars have politicians as friends (or become politicians themselves), which can blunt enforcement. Often, harmful endorsements elicit public outrage and PR stunts rather than legal action. For example, when stars are caught in controversially marketing gutka or betting apps, they usually issue apologies or quietly drop the campaign, whereas actual penalties are rare. Activists can pressure with petitions (as when BJP workers asked the PM to revoke Padma awards from film stars over such ads), but judges rarely prosecute celebrities for ad violations alone. By contrast, in countries like Australia or the US, regulators or consumer courts could slap fines on endorsers.

That said, political voices do matter. Recently, a senior IPS officer in Telangana publicly launched a social media campaign against gambling apps, emphasizing the youth suicides these promotions cause. His activism – not sure how “political” but public sector – spurred police to register cases against film and TV personalities. Central ministries, too, are now vocal: health and information ministers have jointly demanded stricter ad rules. Yet enforcement still depends on bureaucratic will; some industry insiders argue that bodies like ASCI are “lax” and “preach but don’t act”.

In short, celebrity culture in India operates with minimal official pushback. Until the government treats surrogate endorsements as seriously as it does, say, political bribery, stars can keep their extra-legal marketing roles. The comparatively muted response – a few FIRs and advisories – reflects how entertainment and political interests often intertwine. It will take sustained political commitment to override the glamour and hold personalities accountable in any meaningful way.

 

Reforms and Solutions

     Addressing this problem requires action on many fronts. Key reforms include:

        ● Strengthen Regulations: Close all surrogate loopholes. Amend COTPA and broadcasting laws to explicitly ban brand extensions and celebrity tie-ins for tobacco, alcohol and gambling. The government’s proposed rules on liquor adverts (banning any ambush promotion) and new CCPA guidelines penalizing surrogate endorsements should be enacted swiftly. Enforce the Tobacco-Free Film and TV Rules fully: for example, require every movie/OTT scene with tobacco or vaping to carry a large health warning on-screen (not just a fade-in). Increase on-the-ground monitoring (e.g. by MIB/ASCI) of ads during major events like the IPL.

        ● Ensure Media Literacy and Youth Protection: Schools and parents should get resources to counter celebrity influence. The government’s “Tobacco-Free Youth” campaigns must highlight how surrogates work and teach kids to spot them. Regulators should demand clearer on-ad warnings on surrogate products (e.g. explicit “contains tobacco” labels on pan masala ads). Social media companies should honor I&B advisories by removing influencer posts that promote banned products to minors. Programs featuring youth ambassadors or reformed celebrities could help spread truthful messages about the dangers.

        ● Celebrity Responsibility and Codes of Conduct: Actors, sports stars and influencers must internalize their social power. Industry associations (like film chambers) could introduce voluntary charters: pledging not to endorse products with health warnings. Trade bodies could honor public figures who refuse such contracts (e.g. awards for “ethical endorsements”). Celebrities themselves should remember that any publicity on harmful products often backfires with educated audiences – as recent backlash shows. If they do appear in an ad, they should use only the barest appearances (like an advisory clip) and give it balanced context (some countries require celebrities to speak the warning message themselves). Ideally, many stars would simply say “no” to these deals; as Anil Kapoor did, citing a sense of social duty.

        ● Robust Enforcement: Penalties must bite. Fines on companies and endorsers caught advertising illegal products should be substantial, with suspension of ads until cleared. Courts should treat violations under the Consumer Protection Act seriously – e.g. by banning repeat endorsers from advertising any product for a year. State gaming laws can be invoked swiftly against celebrities promoting betting. ASCI needs real teeth: it should publicly blacklist violators and report them promptly to police or broadcasters. Increased surveillance of digital media and proactive action against offenders (not just reactive complaint resolution) would signal change. For instance, India’s new rule allowing MIB to yank online ads for gambling should be enforced automatically.

        ● Learn from Global Best Practices: India can adopt policies that have worked elsewhere. For example, Australia’s plain packaging for cigarettes – with graphic disease images – removes any glamour. Similar plain branding for pan masala packets could be imposed. Film regulators could mandate that any smoking character is shown paying a price (or that films with smoking get stricter age limits). The UK’s ban on celebrity gambling ads (ASA codes) could inspire a legal prohibition in India. Even public health ads by stars (which India already mandates before movies) should be more informative and hard-hitting, countering any earlier images.

        ● Transparent Disclosures: All endorsements should come with disclosures. For instance, the Consumer Protection Rules could require influencers to tag any promotion of these products as “Paid sponsorship for [brand]”, so viewers know it’s an ad. Mandatory disclaimers (beyond fine-print warnings) spoken by the celebrity in native language would help.

Ultimately, no solution will work without public pressure and ethical commitment. Consumers must demand that their favorite stars refuse to lend their shine to destructive products. Media should scrutinize and remind audiences of the science behind every glamorous ad. Politicians and policymakers should prioritize health over occasional tax revenue (noting, for example, that tobacco taxes – ₹4,962 crores in FY2020-21 – cannot justify celebrity promotion of a poison).

In a “safer India,” advertisements would uplift culture and well-being, not toxicity. Stricter laws, vigilant oversight and a culture of responsibility can turn the tide. Bollywood and India’s glitterati have inspired millions – if they channel that influence positively instead of peddling poisons, they could truly become nation-builders rather than inadvertent health hazards.

References: Verified sources including government reports, peer-reviewed studies and reputable media have been cited above to document endorsements, health impacts, and regulations. The facts and figures here rely on published data and analyses to ensure accuracy.

 

 

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