Mumbai, 16 August (H.S.): 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 the campaign could amount to indirect or surrogate promotion of pan masala, which is prohibited in the state.

The nine-page notice directs the three actors to immediately discontinue their association with the advertisement and remove related promotional material from their official social media accounts and other digital platforms under their control.

The FDA said the use of the Vimal brand name in the advertisement appeared to create an association with Vimal Pan Masala, potentially misleading consumers and indirectly promoting a prohibited tobacco-related product.

According to the notice, the authorities are examining whether Vimal Elaichi is an independently marketed product or whether its branding is being used as an extension of the Vimal Pan Masala brand.

The actors have been asked to submit documentary evidence concerning the product, along with copies of their endorsement agreements, campaign briefs, payment arrangements and other relevant details. They have also been asked to provide information about the advertising agency and brand owner involved in the campaign.

The FDA has given the actors 15 days from the receipt of the notices to submit their written explanations and supporting documents. They may also request a personal hearing.

The action follows Maharashtra's existing prohibition on the manufacture, storage, transportation, distribution and sale of specified pan masala and tobacco-related products. The FDA has maintained that advertising or promotional activity designed to strengthen the identity of a prohibited product could attract action under food safety and consumer protection laws.

The notice also refers to provisions governing misleading advertisements and endorsements. Under consumer protection rules, authorities can take action against misleading promotions, including imposing financial penalties and, in certain circumstances, restricting endorsers from promoting products for a specified period.

The latest notices now place the campaign featuring Shah Rukh Khan, Ajay Devgn and Tiger Shroff under scrutiny as the Maharashtra FDA examines whether the advertisement constitutes a form of surrogate promotion for a prohibited product.

The actors are expected to respond to the notices within the stipulated period, after which the FDA will determine whether further action is warranted.

---------------

Hindusthan Samachar / Jun Sarkar