Mumbai: Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff have been issued show-cause notices by the Maharashtra Food and Drug Administration (FDA) over their involvement in a Vimal Elaichi advertisement.
The state food safety authority has raised concerns that the advertisement could be seen as an indirect or surrogate promotion of pan masala and tobacco-related products.
Why Did the FDA Issue the Notice?
According to the FDA, the advertisement uses the Vimal brand name and identity, which is strongly associated with Vimal Pan Masala in Maharashtra.
The department has questioned whether Vimal Elaichi is an independently marketed product or whether its promotion could function as a form of brand extension for prohibited pan masala products.
The FDA said the advertisement appears to be prima facie misleading and may conflict with provisions of the Food Safety and Standards Act, 2006, as well as regulations governing advertising and product claims.
Actors Asked to Stop Promotion
The notice directs Shah Rukh Khan, Ajay Devgn and Tiger Shroff to discontinue their participation in the campaign.
They have also been asked to remove the promotional material from their official social media accounts, websites and other digital platforms under their control.
The actors have been instructed not to participate in any further broadcasting, publication or distribution of the advertisement.
FDA Demands Advertising Documents
The food safety authority has sought several details from the actors, including copies of their endorsement contracts, campaign briefs and information about the product.
They have also been asked to provide details of the advertising agency, brand owner, payment arrangements and the platforms where the campaign was distributed.
The FDA wants to know what checks or due diligence were conducted by the actors or their agencies before they agreed to endorse the product.
15 Days to Respond
The three actors have been given 15 days from the date they receive the notices to submit their explanations and relevant documents.
They can also request a personal hearing, either personally or through an authorised representative.
The FDA has warned that failure to respond within the specified period, or an unsatisfactory explanation, could lead to further action.
Action Comes Amid Maharashtra’s Pan Masala Crackdown
The notices come as Maharashtra continues enforcement against prohibited food products containing tobacco, nicotine and areca nut.
The FDA has pointed to the strong market association between the Vimal brand and pan masala while examining whether the elaichi advertisement could indirectly promote a prohibited product.
The department has also shared the matter with the Food Safety and Standards Authority of India (FSSAI) and the Central Consumer Protection Authority (CCPA).
The development highlights the growing scrutiny of celebrity endorsements, particularly when a product’s branding is closely connected to restricted or prohibited goods.
