The Khiladi actor says it's a question of values for him

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Akshay Kumar recently turned down an offer to endorse a gutkha brand, even though the deal would have made him the highest paid brand ambassador. The fitness conscious actor says that he will not endorse any brand that he would not want his son Aarav to use. He feels by endorsing a product, he is encouraging people to go for it and when he would not allow his own son to buy that product, he cannot possibly ask the rest of the country to do so. Brand endorsement for him comes with a set of values and he just cannot reconcile his conscience by endorsing a pan masala or a gutkha, regardless of the fee he is paid for it. Since he promotes martial arts and sports, the actor does not want to be associate with any product that has a contrary message.

Akshay, who has earlier been part of cigarette brands and surrogate liquor advertisements, has now decided to stop doing those endorsements too.