The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their endorsement of a Vimal Elaichi advertisement, alleging that it may amount to indirect or surrogate promotion of prohibited pan masala and tobacco-related products.
In notices issued on August 11, the FDA said the use of the “Vimal Elaichi” name and branding could create an association with Vimal Pan Masala and potentially mislead consumers. The regulator has described the notice as a “final warning” and directed the actors to immediately discontinue their participation in the advertisement.
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The actors have also been asked to remove the promotional content from their official social media accounts, websites and other digital platforms under their control. They have been directed not to assist in any further broadcasting or promotion of the campaign.
The FDA has sought documentary evidence showing whether Vimal Elaichi is an independently marketed product or a brand-extension campaign for pan masala. The actors have also been asked to submit endorsement agreements, campaign briefs and details of their due diligence.
They have 15 days from receiving the notices to submit written explanations and supporting documents. The FDA warned that further action could follow if their responses are unsatisfactory.
