The Maharashtra Food and Drug Administration issued show-cause notices to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over a Vimal Elaichi advertisement.
The action targets the use of surrogate advertising, a practice where brands promote a prohibited product, such as pan masala, by using a legal substitute like elaichi. This case highlights the regulator's effort to curb the indirect promotion of tobacco-related products to the public.
Maharashtra FDA Commissioner Tukaram Mundhe said the advertisement may constitute the indirect promotion of prohibited pan masala. The regulator said the campaign violates food-safety rules established within the state of Maharashtra.
The three actors have been given 15 days [2] to submit a written explanation regarding their involvement in the campaign. The FDA is investigating whether the Vimal Elaichi branding serves as a mask for the promotion of pan masala, which is restricted under current regulations.
If the responses provided by the actors are found to be unsatisfactory, the FDA may impose a fine of up to ₹10 lakh [1]. The agency is examining the specific nature of the promotional materials to determine the extent of the violation.
This regulatory move follows a pattern of increased scrutiny regarding celebrity endorsements of products that closely resemble banned substances. The FDA is focusing on the intent of the advertisement and its potential impact on consumers who may associate the elaichi product with tobacco-based alternatives.
“The Maharashtra FDA issued show-cause notices to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff.”
This enforcement action reflects a broader crackdown on surrogate advertising in India. By targeting high-profile celebrities, the Maharashtra FDA is attempting to deter the industry from using 'look-alike' products to bypass bans on tobacco and pan masala marketing, signaling that endorsers may be held legally and financially accountable for the nature of the brands they represent.
