Maharashtra FDA's move to target celebrity endorsers for surrogate advertising, linking Vimal Elaichi to tobacco, is a commendable counterpoise to deceptive marketing. The author supports the FDA's aim to curb unfair trade practices given India's oral cancer burden and celebrity liability laws. However, the FDA must rigorously prove its claims, as courts demand substantial evidence beyond mere brand association. While initial efforts are encouraging, fragmented regulations and the risk of overreach mean the FDA's actions need meticulous, fair inquiries to genuinely narrow surrogate advertising spaces.