Cinema VinesThe Maharashtra Food and Drug Administration (FDA) has taken regulatory action against three Bollywood stars, stating that their celebrity status will not shield them from legal scrutiny over a Vimal Elaichi advertisement. Commissioner Tukaram Mundhe announced that Shah Rukh Khan, Ajay Devgn and Tiger Shroff were issued show‑cause notices on August 11, giving them 15 days to respond. The FDA’s complaint is that the ad effectively promoted Vimal Pan Masala, a product banned in the state, thereby constituting surrogate promotion.
According to Mundhe, two of the actors replied to the notices while the third did not. He did not disclose which actor failed to respond, but indicated that proceedings had already begun against the non‑respondent. “In one case where they have not responded, we are starting the adjudicating and prosecution proceedings,” the commissioner said. When asked about Shah Rukh Khan’s response, he suggested it was unlikely, though he was not certain.
The actors who did reply argued that responsibility lay with the manufacturer, not the celebrity endorsers. Mundhe rejected this stance, emphasizing that advertising regulations under the Food Safety Act assign clear duties to the advertiser. “There is a responsibility cast upon the person who is advertising it, including to take due diligence about what he or she is endorsing,” he said, underscoring both moral and legal obligations.
Commissioner Mundhe clarified that the FDA’s action stems from its view that the Vimal Elaichi commercial served as a surrogate promotion for the prohibited Vimal Pan Masala. He noted that the FDA would consider the actors’ responses during the upcoming hearing, which will be conducted by the assistant commissioner who issued the notices.
