Tukaram Mundhe, Maharashtra Food and Drug Administration commissioner, has questioned celebrities who endorse paan and gutka-related products, arguing that public figures should consider the products they promote and the message their advertisements send to consumers.
Speaking at a recent NDTV event, Mundhe took a pointed approach to the issue, saying that celebrities promoting such products should be prepared to consume them themselves and allow their families to do the same. His comments came amid regulatory action involving Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their participation in a Vimal Elaichi advertisement.
The Maharashtra FDA had issued show-cause notices to the three actors over the advertisement, alleging that the campaign could amount to surrogate or indirect promotion of prohibited pan masala or tobacco-related products. The notices were issued on August 11, 2026, under the Food Safety and Standards Act, 2006, along with related regulations.
FDA questions responsibility of celebrity endorsers
Mundhe rejected the argument that actors are simply commercial faces of advertising campaigns and therefore have no responsibility for what they promote. According to him, celebrity endorsements cannot be viewed only as a business arrangement between an actor and a brand.
He argued that public figures influence consumer behaviour and should therefore understand the nature of the products associated with their image. Mundhe also criticised what he described as “double standards” and said he did not support situations where people follow different principles in their personal and professional lives.
The commissioner further said that the issue is not limited to personal ethics. He pointed to legal responsibilities surrounding advertising and claims related to food and drugs, stating that misleading claims are not permitted under the relevant laws.
Vimal Elaichi advertisement under scrutiny
The FDA's notices reportedly pointed out that the Vimal brand is prominently associated with pan masala in the market. The regulator also noted that pan masala products are prohibited in Maharashtra.
The actors were given 15 days from receiving the notices to provide written explanations. The FDA said further action could follow if the responses were not submitted or were found unsatisfactory.
Mundhe later said that Shah Rukh Khan, Ajay Devgn and Tiger Shroff had responded to the notices. He also said that two of the actors had requested a hearing in connection with the matter.
The controversy highlights the continuing regulatory scrutiny surrounding celebrity endorsements of products linked to tobacco and pan masala. While advertising campaigns often use celebrities to build brand recognition, regulators have increasingly focused on whether such promotions indirectly encourage consumption of products subject to restrictions.
Mundhe's remarks have therefore brought the debate beyond the advertisement itself, raising questions about how much responsibility should rest with celebrities when their public image is used to promote consumer products.
The Maharashtra FDA proceedings will determine how the regulator responds to the explanations submitted by the actors. Until then, the notices remain part of an ongoing regulatory process rather than a final finding against the individuals involved.
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