Do Celebrities Believe in what they Sell?

 

Do Celebrities Really Use the Products They Endorse?

In today’s advertising-driven world, celebrity endorsements remain one of the most powerful marketing tools. A film star’s face plastered inside a bus urging commuters to use public transport, a cricketer smiling next to a second-hand car, or a model holding a tube of lipstick - these images instantly influence millions of consumers.

But the obvious question is: do celebrities themselves actually use the products they endorse?

For some categories, the answer seems highly unlikely. A leading Bollywood star appearing in an ad campaign encouraging people to use public transport. The message may have been noble, but can we really imagine that star ditching their chauffeur-driven luxury sedans and personal security entourage to travel on a city bus or suburban train? Similarly, a top cricketer has fronted advertisements urging people to buy and sell used cars on digital platforms. Yet, in reality, one doubts whether he has ever personally negotiated the price of a second-hand hatchback when his garage is filled with luxury sports cars and SUVs.

The disconnect becomes sharper with mass-market FMCG products. A glamorous actor might promote a ₹100 fairness cream or a carbonated soft drink, but chances are their personal beauty and wellness regimen involves high-end brands and nutritionists’ recommendations. Expecting them to actually consume the same sugary sodas or snack foods as the average consumer is unrealistic.

This gap raises a critical ethical question: is it right for celebrities to imply personal use when they do not?

Advertising often blurs the line between performance and authenticity. If an actor plays a villain on screen, we know it’s fiction. But when the same actor looks into the camera and says, “I use this every day,” the claim is meant to be taken as fact, not performance. That’s where misrepresentation creeps in.

The matter is even more troubling with products known to be harmful - alcohol surrogates, or sugar-heavy aerated drinks. Even if celebrities privately consumed such items, should they encourage millions of impressionable fans to follow suit? Regulations in India have tried to clamp down on misleading endorsements, but brands often find loopholes, and celebrities rarely turn down a lucrative deal.

To be fair, there are positive examples too. Many sportspersons endorse fitness gear, health drinks, or equipment they genuinely use. Certain actors associate themselves with luxury labels, gadgets, or cosmetics that align with their lifestyle, making the endorsement more authentic.

Ultimately, the responsibility cuts both ways. Brands seek visibility, celebrities chase income. But when trust is placed in them by millions, the ethical obligation is heavier.

So the next time a smiling star urges you to buy something, pause and ask yourself: are they truly selling what they use - or just using their face or figure to sell?

About the Author