The Maharashtra Food and Drug Administration (FDA) issued show-cause notices to prominent Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over their participation in the Vimal Elaichi advertisement campaign.
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Key Details of the Notice
Surrogate Advertising Allegation: The FDA alleges that the advertisement for Vimal Elaichi (cardamom) acts as surrogate advertising for Vimal Pan Masala—a product banned in Maharashtra under food safety regulations. The agency highlighted that the brand name, presentation, and marketing associate directly with the prohibited pan masala.
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Immediate Directives: The FDA has directed the actors to:
Immediately stop endorsing or participating in the campaign.
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Remove all promotional material related to the ad from their social media and official platforms.
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Submit proof of due diligence conducted prior to signing the brand deal.
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Provide documentation proving whether Vimal Elaichi is a genuine, independently available market product or purely a surrogate brand extension.
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Legal Provisions & Penalties:
Invoked Section 24 and Section 53 of the Food Safety and Standards Act (FSS Act), 2006, which carries penalties up to â‚ą10 lakh for misleading food advertisements.
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Cited Section 21 of the Consumer Protection Act, 2019, which allows the Central Consumer Protection Authority (CCPA) to fine endorsers up to â‚ą10 lakh (and up to â‚ą50 lakh for repeat violations), along with a potential 1- to 3-year ban from endorsing products.
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Deadline: The actors have been given 15 days to submit a written response and supporting documentation. Copies of the notice have also been forwarded to the Central Consumer Protection Authority (CCPA) and the FSSAI.
