{
  "id": 1252473,
  "title": "Notices to SRK, Ajay Devgn, Tiger Shroff: Is Vimal Elaichi ad surrogate advertising?",
  "url": "https://urgent.news/2026/08/16/notices-to-srk-ajay-devgn-tiger-shroff-is-vimal-elaichi-ad-surrogate",
  "topic": "world",
  "section": "World",
  "published": "2026-08-16T10:51:12.000Z",
  "source": {
    "name": "The Indian Express",
    "slug": "the-indian-express",
    "url": "https://indianexpress.com/article/explained/vimal-elaichi-ad-fda-notice-srk-surrogate-advertising-10835714/"
  },
  "original_language": "en",
  "account": "The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff, alleging that their advertisement for Vimal Elaichi constitutes surrogate advertising for the prohibited Vimal Pan Masala. Surrogate advertising involves promoting a product that is restricted or banned due to government regulations using another product with the same brand name, logo, or visual style to maintain brand awareness among consumers. The notice demands that the actors explain their role in the ad, as per the FDA's assessment, it creates an association with the Vimal Pan Masala brand, a product currently banned in the state. This marks the first time the regulator is examining surrogate advertising, as the state intensifies its crackdown on tobacco-related products. The law prohibits the manufacture, storage, transportation, distribution, and sale of pan masala containing tobacco or nicotine since 2012. Maharashtra's FDA claims that the Vimal Elaichi advertisement promotes the Vimal brand, which is associated with pan masala, a prohibited product. The actors are accused of acting as brand endorsers, and the FDA seeks a written explanation, supporting documents, and details of the endorsement agreement and campaign brief. The actors are also asked to discontinue participation in the ad, remove it from their social media, and cease further cooperation or assistance in broadcasting or promoting the ad. Failure to comply could lead to penalties and legal action under the Consumer Protection Act, 2019.",
  "summary": null,
  "key_points": [
    "Maharashtra FDA issues show-cause notices to SRK, Ajay Devgn, Tiger Shroff.",
    "Ad for Vimal Elaichi deemed surrogate advertising for banned Vimal Pan Masala.",
    "Actors accused of acting as brand endorsers, must explain role and discontinue ad."
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}