The Maharashtra Food and Drug Administration (FDA) has clarified its recent show-cause notices issued to prominent Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. FDA Commissioner Tukaram Mundhe stated that these actions, related to their appearance in a Vimal Elaichi advertisement, are not meant to target celebrities but are based on existing regulations concerning surrogate advertising.
FDA Cites Endorser Responsibility in Ad Regulations
Mundhe explained that the notices stem from the 2018 Advertising and Claims regulation, which places equal responsibility on both advertisers and promoters to ensure the truthfulness of their promotions. The FDA alleges that the Vimal Elaichi advertisement could be an indirect or surrogate promotion of prohibited pan masala and tobacco-related products.
“The responsibility is cast upon those who endorse it, including its implied meaning. It’s written down very clearly,” Mundhe stated. He emphasized that celebrity endorsers must ensure their advertisements comply with Food Safety and Standards Authority of India (FSSAI) norms and regulations. Non-compliance can lead to fines of up to Rs 10 lakh and a mandate to withdraw the advertisement.
Actions Against All Chains of Promotion
Mundhe clarified that the FDA is not exclusively targeting celebrities. “It’s not like we’ve spared the manufacturer or seller. We’re already acting against them,” he said, describing celebrity endorsers as the “third chain” in the regulatory action. This approach ensures accountability across the entire advertising and product promotion ecosystem.
Actors Directed to Cease Promotional Activities
The FDA has directed the implicated actors to discontinue their participation in the advertisement and remove all related promotional content from their official social media accounts, websites, and other digital platforms under their control. They have also been asked to furnish details such as endorsement agreements, campaign briefs, product information, payment specifics, and information about the advertising agency and brand owner.
The actors have been given 15 days to respond to the notices. The FDA warned that if responses are not received within this timeframe or are deemed unsatisfactory, further action could follow without additional notice. This serves as a “final warning” regarding their involvement in such advertisements.