In a significant development concerning celebrity endorsements, a consumer disputes forum in Mumbai has mandated a forensic examination of Bollywood superstar Salman Khan's signature. This order comes in response to a case alleging that the actor featured in a misleading advertisement for a pan masala brand.
The Core of the Consumer Complaint
The case was initiated by a consumer, Pramod Shirsat, who filed a complaint against Salman Khan, the advertising agency, and the manufacturing company behind the 'Yuvraj' pan masala brand. The central allegation is that the advertisement was deceptive and misleading, promoting a product that is harmful to health. The complainant argued that such endorsements by influential figures like Khan exploit public trust.
During the proceedings, the defense presented a Power of Attorney (PoA) document, purportedly signed by Salman Khan, which authorized the company to use his likeness in their promotional campaigns. However, the authenticity of this crucial document was called into question by the complainant's legal team.
Court Orders Forensic Scrutiny of Signature
Acting on the doubts raised, the Mumbai Suburban District Consumer Disputes Redressal Commission, presided over by President S. S. Kshatriya and member S. P. Lale, issued a decisive order. The forum has directed that the signature on the Power of Attorney be sent to a forensic science laboratory (FSL) for a thorough and expert analysis. This step is intended to conclusively determine whether Salman Khan indeed signed the document that granted permission for the advertisement.
The commission has given the involved parties a four-week timeframe to submit the document for testing. The outcome of this forensic test is expected to be a pivotal piece of evidence, potentially influencing the final verdict on the actor's liability in the case.
Potential Consequences and Broader Implications
The complaint seeks substantial penalties from the respondents. It demands compensation of Rs 5 lakh from Salman Khan for his alleged role in endorsing the harmful product. Furthermore, it asks for an additional Rs 5 lakh in damages from the manufacturing company and the advertising agency collectively. Beyond the financial penalties, the complainant has urged the court to issue a permanent injunction, banning the airing of the controversial advertisement across all media platforms.
This case highlights the growing legal and ethical scrutiny faced by celebrities who endorse products, especially those in categories like pan masala which are widely recognized for their adverse health effects. A ruling against the star could set a strong precedent, reinforcing the principle of due diligence and accountability for public figures in their endorsement deals. It underscores the message that celebrities cannot disclaim responsibility by hiding behind contractual documents if those documents are used to promote potentially harmful goods.
The next hearing in this closely watched case is scheduled for September 5, 2024. All eyes will now be on the forensic report, which will play a crucial role in determining the course of justice and potentially reshaping the norms of celebrity advertising in India.
