BHOPAL/JABALPUR: Madhya Pradesh high court on Thursday admitted a PIL against Sachin Tendulkar for promoting products despite having been conferred Bharat Ratna.

HC directed assistant solicitor general to find out if there are any Supreme Court guidelines on this matter.

Chief Justice A M Khanwilkar and Justice K K Trivedi issued this order while hearing a PIL alleging that Tendulkar was promoting commercial products despite being conferred with highest civilian award.

Bhopal-based petitioner V K Naswah has expressed his discomfort with the ‘Bharat Ratna’ awardee promoting commercial products on television. He said this discomfort is prevalent in many sections across the country. Court has asked assistant solicitor general to inform, within a week, if there are any guidelines.

Tendulkar recommends more than 12 brands including Aviva Life Insurance , Boost (malt-based nutrition drink), MRF, Luminous and realtor Amit Enterprises .