Celebrities are not gods. They are not above the law. But then, there has been a tendency among a section of celebrities – film actors, sportspersons, singers – to behave in such a manner as if the laws of the land do not apply in their case. This issue was flagged off last Thursday by Rohit Kumar Singh, a senior bureaucrat in the Union Ministry of Consumer Affairs & Food Distribution, who, while addressing a gathering in the 15th edition of 'Goa Fest 2022' remarked that celebrities should not recklessly endorse any kind of product just for the sake of a fat endorsement fee. Rather, they should make the decisions in a responsible manner, because hundreds and thousands of their fans do not apply their mind in choosing a product after their favourite celebrity endorses it. "Celebrities should take the responsibility. They just cannot run away from it," Singh said while citing several examples of tobacco product advertisements through which a number of celebrities have landed in trouble. As Singh has said, celebrities should not take consumers for a ride. If someone does it, then he or she will have to face penalties, he warned. It is a fact that everybody loves creativity. But then, this creativity should not mislead the consumers, especially in a country like India where fan-following and fan behaviour often cross limits. There are numerous examples of celebrities – particularly film actors and sportspersons – landing in trouble by endorsing various products and appearing in advertisements for such products. The list includes Amitabh Bachchan, Priyanka Chopra, Shah Rukh Khan, Mammootty and Mohanlal, to name a few. The latest celebrity to land in a soup by allegedly endorsing a tobacco product is Akshay Kumar, who had previously starred in the very memorable, nationwide anti-tobacco ad campaign. As followers and audiences, it is important to question whether celebrities understand the kind of culture they promote with their brand collaborations and ad projects. Akshay Kumar, who happens to be a leading fitness enthusiast, only added more burdens to himself with such a campaign.