The Maharashtra Food and Drug Administration (FDA) has initiated action against prominent Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff, seeking their explanations regarding their involvement in a Vimal Elaichi advertisement. The regulatory body suspects the campaign of being a form of surrogate advertising for Vimal Pan Masala, a product prohibited from sale and distribution within Maharashtra.
FDA Cites Misleading Advertising Concerns
Notices were served to the three actors this week, demanding clarification on their roles in promoting the Vimal brand. The FDA's concern stems from the advertisement's overall presentation, dialogue, product naming, and its market context, which collectively suggest an indirect promotion of a tobacco-related product. Vimal Pan Masala has been under a ban in Maharashtra since 2012, with the latest prohibition order issued on July 13, 2026, reinforcing the ban for another year.
The FDA has invoked Section 24 of the Food Safety and Standards Act, 2006, which specifically addresses misleading and deceptive food advertisements. Furthermore, Section 53 of the same act has been cited, which stipulates a penalty of up to Rs 10 lakh for any individual or entity found to be a “party to the publication” of such misleading advertisements.
Broader Crackdown on Banned Tobacco Products
This scrutiny marks the first instance where the Maharashtra FDA is specifically examining an advertisement from the perspective of surrogate promotion. Under the leadership of Commissioner Tukaram Mundhe, the state FDA has intensified its efforts against the sale and promotion of gutkha and pan masala containing tobacco or nicotine. Authorities are also collaborating with law enforcement to target organized networks involved in the manufacture, distribution, and sale of these banned products.
In cases involving organized crime, provisions of the Maharashtra Control of Organised Crime Act (MCOCA) are being considered. The notices to the actors signify a broadening of the FDA’s enforcement scope beyond direct sales to encompass advertising and promotional campaigns that may indirectly endorse prohibited items.