Maharashtra FDA Serves Show-Cause Notices to Shah Rukh Khan, Ajay Devgn, and Tiger Shroff Over Vimal Ad Campaign
MUMBAI — The Maharashtra Food and Drug Administration (FDA), under Commissioner Tukaram Mundhe, has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff for endorsing "Vimal Elaichi".
Surrogate Advertising Crackdown: The FDA noted that the phrase "VIMAL Elaichi" leverages brand identity, visual elements, and slogans closely tied to Vimal Pan Masala, effectively reinforcing the memory of a prohibited tobacco/pan masala brand among consumers.
Strict Directives:
The actors have been instructed to immediately stop participating in the campaign and purge all related promotional media from their official social media handles, websites, and digital channels. 15-Day Deadline:
The stars have 15 days from receipt of the notice to submit detailed written explanations along with supporting documents. Due Diligence Scrutiny:
The notice asks the actors to submit details of their endorsement contracts, financial terms, agency contacts, and proof of due diligence conducted before signing the ad. Proof of Product:
The FDA has asked for documentary evidence proving whether "Vimal Elaichi" is an genuinely available standalone market product or merely a brand-extension tactic used as a surrogate front.
Legal Framework and Potential Penalties
The FDA invoked Section 24 (prohibition of misleading food advertisements) and Section 53 of the Food Safety and Standards Act (FSSA), 2006, along with provisions under Section 5 of the Cigarettes and Other Tobacco Products Act (COTPA), 2003 and Section 21 of the Consumer Protection Act, 2019.
Under these consumer protection guidelines, endorsers of misleading advertisements can face fines of up to ₹10 lakh for a first violation and up to ₹50 lakh for repeat contraventions, alongside temporary bans from signing future endorsement contracts.
