The Central Consumer Protection Authority (CCPA) has officially issued notices to prominent Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The notices concern the actors' participation in promotional campaigns for 'Vimal Elaichi,' a brand that is widely associated with tobacco products, despite the advertisements officially marketing cardamom (elaichi) products.

The legal action follows complaints alleging that these advertisements serve as 'surrogate advertising.' Surrogate advertising is a practice where companies promote banned products, such as cigarettes or tobacco, by using the brand name on a different, legal product like mouth fresheners or soda. Under Indian law, direct advertising of tobacco products is strictly prohibited to curb consumption and public health risks.

While the actors have not yet issued formal public statements in response to the specific notices, the CCPA's move signals a tightening of oversight regarding celebrity endorsements. The authority is investigating whether these endorsements mislead consumers or bypass existing advertising standards. The case highlights the ongoing tension between celebrity-led marketing campaigns and government efforts to regulate the promotion of potentially harmful substances. As the investigation proceeds, the actors may be required to provide explanations regarding their contractual obligations and their awareness of the brand's broader product portfolio.