Shah Rukh Khan once offered a candid perspective on the controversy surrounding celebrity endorsements, particularly those involving soft drinks and other products often accused of being harmful. Addressing the criticism directed at actors for promoting such brands, Shah Rukh questioned the fundamental logic behind selectively targeting celebrities while allowing the products themselves to flourish in the market. He argued that if authorities genuinely believe these items are damaging to public health—especially to children—then the responsibility lies with the government to impose a complete ban on their manufacture and sale, rather than placing the burden of accountability on actors who merely appear in advertisements.
Elaborating on the issue, Shah Rukh Khan highlighted what he saw as a clear contradiction in policy and public discourse. He pointed out that products like cigarettes and cold drinks continue to be legally produced and widely sold despite repeated claims about their harmful effects. According to him, this inconsistency exists largely because such industries generate enormous revenue for the government.
During an interview with CNN, SRK said, "I would appeal to any authority like that. Ban it. Don’t let it sell in our country. If you think it’s bad for children, ban it. Smoking is bad – don’t let the production of cigarettes go on in this country. If you think cold drinks are bad, do not let them. If it’s poisoning our people, do not let it be made in India."
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"See, my logic is, you are not stopping it because it gives you revenue. Let’s be honest about it. You’re not stopping certain products if you think they’re harmful, but they’re revenue to the government. Don’t stop my revenue. I’m an actor. I’m supposed to do a job and get revenue from it. And very clearly, if you think something is wrong, stop it. There’s no problem," he further added.
Shah Rukh Khan further addressed the issue of censoring smoking scenes in cinema, pointing out that such measures raise important questions about where to draw the line between regulation and creative liberty.
He said, "The whole larger issue is that today smoking, tomorrow what? And where does it go ahead with this? An art form should be left alone. And I truly believe that the Indian masses are literate enough to know that there’s no more Humphrey Bogart kind of smoking, no more that you will start smoking because an actor does. And it’s a very, very small health issue. I think the powers should look at bigger health issues than smoking in films."