Shah Rukh Khan, Ajay Devgn and Tiger Shroff have responded to notices issued by the Maharashtra Food and Drug Administration (FDA) over their appearance in a Vimal Elaichi advertisement. The FDA is examining whether the campaign amounts to surrogate advertising for Vimal Pan Masala, which is prohibited in Maharashtra.
Maharashtra FDA Commissioner Tukaram Mundhe said responses from all three actors have been received. Two of the actors had requested hearings, and both hearings were completed on September 29. The regulator has now said it will proceed with the matter, although no final decision has been announced.
Why did the FDA issue notices?
The Maharashtra FDA had issued show-cause notices to the three actors after examining the Vimal Elaichi advertisement. According to the regulator, the campaign appeared to promote the Vimal brand, which is closely associated with pan masala.
The notices sought explanations from the actors regarding their roles as brand endorsers. The FDA also asked for documents including endorsement agreements, campaign briefs, remuneration details and information related to due diligence.
The regulator cited provisions of the Food Safety and Standards Act, 2006, including Section 24 concerning misleading food advertisements. Section 53 provides for penalties in cases involving misleading food advertisements.
The actors were also directed to stop participating in the campaign and remove promotional material related to the advertisement from their social media accounts.
What is surrogate advertising?
The FDA is investigating whether advertising a product such as elaichi allows a brand associated with prohibited pan masala to maintain visibility through the same branding and promotional campaign.
The case has renewed attention on celebrity endorsements of products associated with tobacco and pan masala. The regulator has maintained that celebrities and other endorsers cannot automatically avoid responsibility by pointing to manufacturers or advertisers.
For now, the proceedings against Shah Rukh Khan, Ajay Devgn and Tiger Shroff are ongoing. The Maharashtra FDA has not announced any final action or penalty against the actors.
The development comes amid broader enforcement efforts in Maharashtra against banned gutkha, tobacco and nicotine-containing pan masala products.
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