In response to a contempt petition, the central government has notified the Lucknow bench of the Allahabad High Court that it issued notices to Bollywood actors Akshay Kumar, Shahrukh Khan, and Ajay Devgn concerning their endorsements for gutka companies. This information was reported by PTI.
During a hearing on December 8, the counsel representing the Centre informed the High Court that the Supreme Court was already addressing the same issue. Consequently, the counsel argued that the current petition should be dismissed. Following this, the bench scheduled the proceeding for May 9, 2024.
Earlier, Justice Rajesh Singh Chauhan’s bench had directed the central government to address the petitioner’s concerns. The petitioner had emphasized the need for action against actors and dignitaries who, despite receiving prestigious awards, were endorsing gutka companies.
The petitioner pointed out that despite submitting the representation to the government on October 22, no action had been taken. In response to the contempt petition, the high court issued a notice to the Cabinet Secretary of the central government.
On December 8, Deputy Solicitor General SB Pandey informed the High Court that the Centre had issued show cause notices to Akshay Kumar, Shah Rukh Khan, and Ajay Devgn. Additionally, the court was informed that Amitabh Bachchan had sent a legal notice to a gutka company that continued to display his advertisement, even after terminating his contract with them.
A notable observation in this matter is that brands often engage celebrities not explicitly for pan masala or gutka advertisements but, instead, to circumvent the ban on tobacco advertising. They achieve this by promoting products like elaichi pearls or similar items that the company sells.
This development highlights the ongoing scrutiny of celebrity endorsements and the efforts to address concerns related to the promotion of products associated with health risks, particularly in the context of tobacco-related items. The legal proceedings and notices indicate a collective push for accountability in advertising practices.