The Maharashtra Food and Drug Administration issued show-cause notices to three actors for promoting a pan-masala-linked product [1].
This regulatory action targets the use of "surrogate advertising," where brands promote a legal product to indirectly market a prohibited one. Because pan masala is restricted under food-safety regulations, the state is examining whether these advertisements bypass the law to influence consumers.
Maharashtra FDA Commissioner Tukaram Mundhe oversaw the issuance of the notices to Shah Rukh Khan, Ajay Devgn, and Tiger Shroff [1]. The regulator said advertisements for Vimal Elaichi could amount to the indirect promotion of pan masala [1].
The notices, which were reported in March 2024 [2], warn the actors of possible violations of food-safety rules. The FDA is investigating whether the branding and marketing of the cardamom-flavored product are designed to keep the parent pan masala brand in the public eye despite legal prohibitions [1].
Actor Mukesh Khanna said he supports the actions taken by the FDA [2]. The regulator's crackdown is part of a broader effort to ensure that high-profile celebrities do not lend their influence to products that violate state or national health guidelines [1].
The FDA has requested the actors provide explanations for their involvement in the campaign. The agency is assessing whether the nature of the ads misled the public regarding the health risks associated with pan masala products [1].
“The Maharashtra FDA issued show-cause notices to three actors for promoting a pan-masala-linked product.”
This move signals a tightening of enforcement against surrogate advertising in India. By targeting A-list celebrities, the Maharashtra FDA is attempting to create a deterrent for other influencers and actors who accept endorsements from companies that produce prohibited substances under the guise of selling legal alternatives.
