Maharashtra FDA Issues Notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff

Maharashtra Food and Drug Administration (FDA) Chief Tukaram Munde on Tuesday stated in Mumbai that surrogate, false, and misleading advertisements are prohibited and can lead to legal action, following the issuance of show-cause notices to several high-profile Bollywood actors.

The regulatory body issued notices on Sunday, August 16, to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding their endorsement of a ‘Vimal Elaichi’ advertisement. The FDA alleged that the branding could amount to indirect or surrogate promotion of prohibited pan masala and tobacco products across the state.

Under the terms of the notice, the actors have been given 15 days to submit written replies alongside documents that explain their association with the advertisement and detail the due diligence undertaken before agreeing to endorse the product.

Speaking to reporters, Munde confirmed that strict action will follow if responses are unsatisfactory. He stated that the violations could invite a fine of up to Rs 10 lakh in the first stage, followed by further action under the Food Safety and Standards Act clauses relating to prohibited items.

The FDA has directed the actors to immediately discontinue their participation in the promotional campaign. They have also been instructed to remove all related promotional content from their official social media accounts, websites, and other digital platforms under their control.

The manufacture, storage, distribution, and sale of pan masala remain strictly prohibited in Maharashtra under state public health and food safety regulations. The notices cite Section 24 of the Food Safety and Standards Act, 2006, which restricts misleading or deceptive advertisements connected to food products.