EXCLUSIVE: Actors Shah Rukh, Ajay Devgn, Tiger Shroff get FDA showcause notices over ‘Vimal Elaichi’ ad

The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to Bollywood stars Ajay Devgn, Shah Rukh Khan, and Tiger Shroff, alleging potential surrogate advertising of Vimal Elaichi, an advertisement for Vimal Pan Masala that is prohibited in the state. With this move, the FDA is intensifying its crackdown on tobacco-containing products like gutkha and pan masala.

The notices, served this week, request the actors to explain their involvement in the advertisement, which according to the regulator, creates a connection with Vimal Pan Masala, possibly promoting it indirectly. The regulatory body is seeking clarification from Devgn at his residence in Juhu, Khan at Mannat in Bandra, and Shroff through his production house, Tiger Shroff Productions LLP.

The FDA claims the advertisement, with its presentation, dialogue, product name, and market context, raises serious doubts over whether it constitutes indirect promotion of a restricted tobacco product. The actors were implicated for their endorsement roles, which fall under Section 24 of the Food Safety and Standards (FSS) Act, 2006, and Section 53, which allows a penalty of up to Rs 10 lakh for anyone involved in publishing misleading food advertisements.