Bollywood Stars Ordered to Cease Appearances in Surrogate Ads for State Food Safety Campaign

The state government has issued a directive telling Bollywood actors to discontinue their participation in surrogate advertisements for its food safety campaign. The campaign, aimed at raising awareness about safe food handling, had previously featured popular film stars to attract public attention. Authorities cited concerns that the use of celebrity endorsements could blur the line between official public health messaging and commercial advertising. The directive is expected to take effect immediately, with actors already advised to withdraw from ongoing promotional activities.

The government’s decision follows a review of the campaign’s communication strategy, which highlighted the need for clear, non‑commercial messaging to maintain credibility among the public. Officials emphasized that surrogate ads, while engaging, risked creating confusion about the campaign’s official status. By removing celebrity appearances, the state hopes to strengthen the authenticity of its food safety outreach.

Industry insiders report that most actors have complied with the directive and are shifting their focus to other promotional avenues. The campaign will continue to use non‑celebrity spokespersons and community leaders to deliver its key messages.

The move is part of a broader effort to ensure that public health initiatives remain free from commercial influence, a priority for the state’s health and consumer affairs departments.