Shah Rukh, Ajay Devgn, Tiger Shroff Served FDA Notices Over Vimal Ad

MUMBAI-The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their advertisement for Vimal Elaichi.

The regulator has alleged that the campaign amounts to surrogate advertising for Vimal Pan Masala, which is banned in Maharashtra. The action comes as part of the state FDA’s crackdown on gutka and pan masala products containing tobacco or nicotine.

The show-cause notices were delivered to Ajay Devgn at his residence in Juhu and Shah Rukh Khan at Mannat in Bandra. Tiger Shroff was served the notice through his production company, Tiger Shroff Productions LLP.

In the notices issued this week, the Maharashtra FDA sought explanations from the actors regarding their involvement in the advertisement, alleging that the campaign creates an indirect association with the Vimal Pan Masala brand and could amount to its surrogate promotion.

The Maharashtra FDA has invoked Section 24 of the Food Safety and Standards (FSS) Act, 2006, which bars misleading or deceptive advertisements concerning food products. It has also cited Section 53, which provides for a penalty of up to Rs 10 lakh against those involved in publishing misleading food advertisements.

In recent months, the regulator has stepped up inspections, seizures and action against those found violating food safety rules. (IANS)