The Maharashtra Food and Drug Administration (FDA) has issued a show-cause notice to Bollywood actors Shah Rukh Khan,Ajay Devgn,and Tiger Shroff regarding their endorsement of Vimal Elaichi. agency claims advertisement indirectly promotes prohibited pan masala and tobacco products, raising concerns about misleading consumers.
In a notice dated August 11, the FDA's Greater Mumbai division described advertisement as potentially misleading due to its association with the Vimal Pan Masala brand. The actors are given 15 days to respond to the notice, which FDA has termed a "final warning." The agency cited violations of Food Safety and Standards Act of 2006 and related regulations .
The advertisement's use of the Vimal brand identity,closely linked to pan masala in Maharashtra, prompted the FDA's scrutiny. The notice demands that the actors cease all participation in Vimal Elaichi campaign and remove related content from their social media and digital platforms. They are also instructed not to assist in further promotion of the advertisement.
As part of the inquiry, the FDA has requested documentary evidence from the actors to clarify whether Vimal Elaichi is standalone product or merely a surrogate for promoting Vimal Pan Masala. The actors must provide details about their endorsement agreements,campaign briefs,and any financial arrangements related to the advertisement.
The FDA's investigation follows a prohibition order issued on July 13,which bans the sale of certain tobacco,nicotine, and areca-nut-based products in Maharashtra. This order is effective for one year and aims to curb the manufacture and distribution of prohibited items . The FDA has been actively inspecting food establishments to ensure compliance with safety and hygiene standards.
In addition to actors,the notice has been shared with the Chief Executive Officer of Food Safety and Standards Authority of India (FSSAI) and Central Consumer Protection Authority for further action . The FDA's scrutiny of advertisement aligns with the Food Safety and Standards (Advertising and Claims) Regulations of 2018, which mandate that all claims made in advertisements must be truthful and not misleading.
Under the Consumer Protection Act, the Central Consumer Protection Authority holds the power to direct the discontinuation of misleading advertisements and impose penalties on endorsers. The FDA's actions reflect a broader effort to regulate advertising practices in the food and beverage sector, particularly concerning products linked to health risks.
The notice also highlights the importance of transparency in advertising, urging the actors to disclose any material connections with the brand owner or advertiser. If the actors fail to provide satisfactory explanations within the given timeframe,the FDA may pursue further action without additional notice.
This incident underscores the ongoing challenges in regulating advertising in India, particularly in industries where health and safety are at stake. The FDA's proactive stance aims to safeguard consumer interests and ensure compliance with established food safety laws.
