Mumbai: As the Indian government raises serious concerns over WhatsApp’s planned username feature, television actress Smriti Khaannaa has called for greater accountability from celebrities who endorse products and services before regulatory clearances.

The Centre recently flagged potential risks of impersonation, fraud, and phishing associated with the feature and urged Meta to pause its rollout. Despite this, the feature had already received high-profile backing, including from superstar Aamir Khan. Khaannaa, known for her roles in popular shows such as Tere Ishq Mein Ghayal, Ghar Ki Lakshmi Betiyann, and Ganesh Leela, shared her candid views on the delicate balance between celebrity influence and public responsibility.

In an exclusive interaction, Khaannaa emphasised that financial incentives should not override basic due diligence. “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 stated firmly.

Her comments come at a time when celebrity endorsements carry significant weight in India’s digital ecosystem. With millions of followers relying on their favourite stars for recommendations, premature promotion of unverified services can erode public trust. Khaannaa made it clear that she would not endorse a product flagged by regulators. “If the government is worried, promoting it early makes the celeb look careless. Better to wait,” she advised.

Experts in consumer protection and digital regulation have long highlighted how star power can lower users’ natural caution. Khaannaa acknowledged this reality: “When a famous person says ‘use this’, people drop their guard. They think it must be safe without checking.” This psychological influence, she noted, places a moral obligation on celebrities to act responsibly rather than rushing into paid partnerships.

The actress also addressed the issue of silence following regulatory interventions. When red flags emerge after an endorsement, many celebrities choose to stay quiet, which according to Khaannaa, compounds the problem. “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 transparency, she believes, can help mitigate damage and rebuild confidence among fans.

The conversation around celebrity endorsements has intensified in recent years as brands, especially in tech and consumer sectors, leverage star power for rapid market penetration. Khaannaa did not shy away from pointing out the financial realities. “The pay is huge, so some celebs don’t ask tough questions. But now they can be fined, so it’s getting risky,” she observed, referring to growing regulatory scrutiny and potential penalties for misleading promotions.

On accountability, Khaannaa advocated for stronger mechanisms. “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.” Her stance aligns with calls from consumer forums and regulatory bodies for endorsers to share liability when promotions lead to consumer harm.

This episode involving WhatsApp’s username feature underscores broader challenges in India’s rapidly evolving digital landscape. The feature, intended to simplify user identification beyond phone numbers, has sparked debates on privacy and security. While Meta aims to enhance user experience, the government’s intervention highlights the need for thorough evaluation before widespread rollout.

Khaannaa’s remarks serve as a timely reminder for the entertainment industry. As celebrities increasingly become brand ambassadors across sectors—from consumer tech to lifestyle products—industry insiders suggest that basic vetting processes and clauses addressing regulatory compliance could become standard in endorsement contracts.

With digital platforms playing a central role in daily life, public figures like Smriti Khaannaa are advocating for a more conscientious approach. Her straightforward message reinforces that true responsibility begins with asking the right questions before lending one’s name and influence to any product or service.