Ads of tobacco products featuring celebrities violation of advertising code: ASCI

Calling upon the Bollywood stars not to endorse such products, ASCI Secretary General Shweta Purandare, in a statement, said, ''the ASCI code does not permit the use of celebrities in advertisements of products which by law require health warning on its pack or cannot be purchased or used by minors.''

The Delhi government had earlier written to the Bollywood stars, asking them not to endorse pan masala products as they contain areca nuts, a potential cancer causing agent.

In its statement, the ASCI said it would investigate into the pan masala ads and ensure that there is no violations of its code of self-regulation.

"Complaints against such advertisements have been received by ASCI and are being looked into. ASCI will approach the concerned advertisers to take necessary corrective action post decision by our Consumer Complaints Council," the ASCI statement said.

The ASCI said it had been observed that large number of pan masala brands were in potential contravention of the advertising codes under ASCI's Chapter III.

Chapter III is to safeguard against the indiscriminate use of advertising in situations or promotion of products which are regarded as hazardous or harmful to society, individuals, particularly minors. Moreover, its clause 2 also specifies that advertisements of products which, by law, either require a health warning in their ads or cannot be purchased by minors "should not feature personalities from the field of sports, music and cinema''.