Smriti Khaannaa Calls Out Celebs for Blind Product Promotions

Mumbai: Television star Smriti Khaannaa has urged fellow celebrities to exercise greater caution while endorsing products and services, especially those facing regulatory scrutiny. Her remarks come in the wake of the Centre’s recent concerns over WhatsApp’s upcoming username feature, which has already received public support from superstar Aamir Khan.

The government has flagged serious risks including impersonation, fraud, and phishing attacks linked to the proposed feature. It has formally asked Meta to delay the rollout until these issues are adequately addressed. Despite the regulatory caution, several high-profile endorsements surfaced early, raising questions about due diligence in celebrity-brand partnerships.

Khaannaa, popular for her performances in daily soaps like Tere Ishq Mein Ghayal, Ghar Ki Lakshmi Betiyann, and Ganesh Leela, spoke candidly on the subject. She believes celebrities have a duty beyond simply collecting endorsement fees. “If they take money to promote it, they should ask basic questions like ‘Is this safe?’ They don’t need to be experts, but blind promoting is risky,” she said.

The actress made it clear that she would steer clear of promoting any service that hasn’t received a clean chit from authorities. “If the government is worried, promoting it early makes the celeb look careless. Better to wait,” Khaannaa advised, highlighting the importance of timing and regulatory compliance.

Her observations touch upon a critical aspect of modern influencer culture. Star power often makes fans lower their defences. “When a famous person says ‘use this’, people drop their guard. They think it must be safe without checking,” she noted. This trust, once placed, carries significant responsibility.

Khaannaa also addressed how celebrities should respond once regulators raise red flags. Silence, according to her, only worsens public perception. “If they stay silent, people think they don’t care. A simple ‘I’m aware of the issue and hope it gets fixed’ helps,” she suggested. Such measured communication can help maintain credibility and demonstrate accountability.

The conversation around endorsement deals has evolved rapidly. With lucrative contracts on offer, some celebrities reportedly prioritise financial gains over thorough evaluation. Khaannaa acknowledged this reality without mincing words: “The pay is huge, so some celebs don’t ask tough questions. But now they can be fined, so it’s getting risky.”

She firmly believes in holding public figures accountable. “If they lied or didn’t check at all, then yes, they can be fined. At least they should answer to the public, because people trusted them,” Khaannaa emphasised. Her views reflect growing demands from consumer groups and regulators for greater transparency in influencer marketing.

WhatsApp’s username feature aims to let users create unique handles instead of sharing phone numbers, potentially improving privacy and convenience. However, the Centre’s intervention underscores ongoing challenges in balancing innovation with user safety in India’s massive digital market.

Industry observers note that this incident could prompt stricter guidelines for celebrity endorsements, especially in the tech sector. Several brands and platforms have already begun incorporating regulatory approval clauses in contracts to safeguard both parties.

Smriti Khaannaa’s straightforward stance adds a much-needed voice from within the entertainment fraternity. As digital platforms continue to shape consumer behaviour, her call for responsible endorsements serves as a timely reminder that fame comes with accountability. Celebrities, she suggests, must lead by example — not just in promoting products, but in protecting the trust millions of fans place in them.

In an era where one wrong endorsement can impact reputations and user safety alike, thoughtful voices like Khaannaa’s may help raise the bar for the entire industry.