Bollywood superstar Salman Khan has landed in legal trouble for endorsing a paan-masala product, raising questions of responsibility when celebrities lend their image to everyday items. A consumer court in Kota has sent Salman a legal notice, following a complaint that his advertisement promotes an elaichi / pan-masala item with misleading claims.

The complaint, filed by BJP leader and Rajasthan High Court advocate Inder Mohan Singh Honey, alleges that the brand’s ad claims the product is “saffron-infused”, despite being priced at just rs 5 a claim the petitioner calls unrealistic given saffron’s high cost per kilogram. Honey also pointed out the potential harm in promoting pan-masala to young people, warning that such products can contribute to mouth cancer. He emphasised that when a popular actor like Salman is seen endorsing such a product, the message becomes even stronger.

The consumer court has issued notices to both Salman Khan and the manufacturing company behind the product. The next hearing is scheduled for November 27.

On the surface, this may seem like a routine legal challenge. But it brings up broader themes: the ethical obligations of celebrities, the scrutiny on advertising claims, and the influence of public figures on youth consumption habits. Salman Khan, as the petitioner argues, is a role model for many. His participation in the ad means that the product gains the implicit endorsement of his persona something that can sway public behaviour.

It is also noteworthy that while international stars often steer clear of endorsing products with controversial or health-risk implications, Bollywood endorsements continue to tread that line. As the petitioner says, “Celebrities or film stars in other countries don’t even promote cold drinks, but they are promoting tobacco and pan masala.”

For Salman Khan, this means more than a hearing date it’s a reputational moment. How the public interprets this case could affect how brand endorsements are viewed going forward: not just as deals, but as statements about values, influence, and social responsibility. As the court process unfolds, it will likely prompt both advertisers and stars to think twice about the kind of products they align with.