Maharashtra FDA has sought their responses within 15 days, failing which legal action may be initiated
Mumbai: The Maharashtra Food and Drug Administration (FDA) has issued notices to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their association with advertisements for Vimal Elaichi.
The notices were issued after inspections at hotels and canteens operated by government institutions. The FDA, headed by Commissioner Tukaram Munde, has questioned the actors’ role as brand endorsers, stating that the promotion could amount to indirect advertising of prohibited pan masala or tobacco-related products.
The actors have been given 15 days to respond to the notices. The FDA has warned that failure to provide a response within the stipulated period, or an unsatisfactory response, could lead to further legal proceedings.
Why did the FDA issue the notices?
According to the FDA, the Vimal brand is prominently associated in the market with pan masala.
The department has argued that although the advertisement is presented as a promotion for Vimal Elaichi, the use of the same brand identity could create an association with Vimal pan masala, which is prohibited in Maharashtra.
The advertisement was reportedly available on YouTube and has also been circulated through television, digital media, social media and other promotional platforms.
The FDA has therefore questioned whether the elaichi advertisement represents a genuine standalone product promotion or constitutes surrogate advertising for a prohibited tobacco or pan masala product.
Notices issued under Food Safety law
The notices, issued on August 11, 2026, invoke provisions of the Food Safety and Standards Act, 2006, and related regulations.
The FDA has referred to Section 24, which deals with misleading advertisements, as well as Section 53, under which a person involved in publishing or participating in the publication of a misleading food advertisement can face a penalty of up to ₹10 lakh.
The department has asked the actors to explain their role and provide information about the due diligence they conducted before agreeing to endorse the product.
What has the FDA asked the actors to do?
The notices reportedly direct the actors to:
- Stop participating in the promotional campaign.
- Remove promotional material from their official social media accounts and other platforms.
- Explain what due diligence was carried out before endorsing the product.
- Submit agreements and campaign-related documents.
- Provide relevant information concerning their association with the brand.
- Clarify whether Vimal Elaichi is an independent product or a form of indirect advertising for Vimal pan masala or tobacco-related products.
The FDA will decide on further action after examining the responses.
Shiv Sena spokesperson backs the FDA’s action
Shiv Sena spokesperson Shaina NC supported the FDA’s move and highlighted the potential influence of celebrities on public behaviour.
She said that the harmful effects of gutkha and pan masala are widely known and described the action as being in the public interest.
According to her, the issue is not simply about celebrities promoting a product but also about their responsibility as role models, particularly because their endorsements can influence consumers.
She also referred to a recent meeting between Maharashtra leader Eknath Shinde and FDA Commissioner Tukaram Munde, saying that steps taken in the public interest should be welcomed.
FDA Commissioner Tukaram Munde’s message on food safety
A day before Independence Day, Maharashtra FDA Commissioner Tukaram Munde spoke about the importance of food safety and responsible food choices.
He said that freedom should also extend to what people consume and that citizens should have the freedom to choose food that is safe and meets prescribed standards.
His message emphasised that food choices should not be driven only by taste but also by health and safety considerations.
He linked healthier food choices with a healthier population and, ultimately, a healthier country.
Why the case is significant
The notices once again bring the issue of celebrity endorsements and surrogate advertising into the spotlight.
Pan masala and tobacco-related advertising has long been controversial in India, particularly when products use brand names, visual identities or celebrity endorsements that can potentially create an association with restricted products.
The Maharashtra FDA’s action could therefore have implications beyond the three actors, particularly for advertisers, celebrities, production companies and brands involved in promotional campaigns.
What happens next?
Shah Rukh Khan, Ajay Devgn and Tiger Shroff have 15 days to respond to the FDA notices.
The department will examine their explanations and supporting documents before deciding whether further action is warranted.
Importantly, the issuance of a notice does not by itself establish that the actors have committed a violation. The final determination will depend on the FDA’s assessment of the responses and the applicable provisions of law.
