The actor’s image was used in print advertisements for Pan Bahar, a brand associated with pan masala, whose ingredients often include tobacco and other carcinogens.
Pan masala, or gutka, is chewed and spat out in bright red streams by millions of Indians, many of whom develop an addiction. It is banned from sale in a number of Indian states.
In a statement to People magazine Pierce said he was, “deeply shocked and saddened” after the adverts provoked outrage in India, alleging that executives at Ashok & Co, who make Pan Bahar, had misused his image to promote the brand.
“I would never have entered into an agreement to promote a product in India that is dangerous to one’s health,” he explained, claiming he was only contracted to promote a different product, a “breath freshener/tooth whitener,” which wouldn’t include any harmful ingredients.
“Having endured, in my own personal life, the loss of my first wife and daughter as well as numerous friends to cancer, I am fully committed to supporting women’s healthcare and research programs that improve human health and alleviate suffering,” the statement continued.
The actor said he had requested bosses at Ashok & Co remove his image from their promotional materials.
“I shall endeavor to rectify this matter,” he said. “In the meantime, please accept my sincerest and heartfelt apologies to all whom I have offended.”