Bollywood stars told to drop surrogate ad in Indian state's food safety drive

Three high-profile Bollywood actors, namely Shah Rukh Khan, Ajay Devgn, and Tiger Shroff, have been instructed to cease promoting a brand in surrogate advertisements, according to a warning issued by the Maharashtra state in India. This directive comes as part of an intensified food safety drive in the state, which has already suspended licenses of certain local restaurants and foreign establishments due to poor hygiene practices.

The Maharashtra Food and Drug Administration has warned that the actors' promotional activities involving the Vimal brand, primarily associated with a banned betel nut mixture called pan masala, may mislead consumers and reinforce the recognition of a prohibited product. Health experts have highlighted that pan masala consumption is a significant contributor to oral fibrosis, which can eventually lead to oral cancer.

The state has given the actors a 15-day deadline to address their concerns and remove the advertisements from their social media accounts, cease any further broadcasts, and provide information regarding their endorsement agreements with the manufacturer. All three actors have not yet responded to the state's request for comments.

The issue of surrogate advertisements, which often contain misleading information, has been a concern for India's federal government. In the past, the Prime Minister, Narendra Modi, has disputed the regulatory framework and addressed the matter in courts. The state's warning to the actors underscores the importance of adhering to Indian law, which mandates the prohibition of misleading advertisements.