Now Reading: Maharashtra FDA chief Tukaram Mundhe defends Vimal ad notices to SRK, Ajay Devgn
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Maharashtra FDA chief Tukaram Mundhe defends Vimal ad notices to SRK, Ajay Devgn
Maharashtra FDA chief Tukaram Mundhe defends Vimal ad notices to SRK, Ajay Devgn
Maharashtra Food and Drug Administration Commissioner Tukaram Mundhe has clarified that show-cause notices issued to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over Vimal advertisements are based on existing…
Maharashtra Food and Drug Administration Commissioner Tukaram Mundhe has clarified that show-cause notices issued to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over Vimal advertisements are based on existing regulations, not personal discretion. The notices, dated August 11, 2026, allege the ads may be surrogate or indirect promotion of prohibited pan masala or tobacco products.
Mundhe cited the Food Safety and Standards (Advertising and Claims) Regulations, 2018, which hold advertisers and promoters equally responsible for ensuring endorsements are truthful and comply with FSSAI norms. He said violators can be fined up to Rs 10 lakh and face further action, including provisions of organised crime law. The FDA has given the actors 15 days to respond.
The crackdown is part of a wider enforcement drive under Mundhe, who has suspended food permits of four Pizza Hut outlets and conducted over 3,000 raids since taking charge in May 2025. He stated that regulations apply across the chain, from manufacturers to advertisers, and that nobody will be spared.
Indian Opinion Analysis
The 2018 Advertising and Claims Regulations that Mundhe invokes are part of the broader Food Safety and Standards Act, 2006, which empowers state food safety commissioners to act against misleading claims. Surrogate advertising, promoting a banned product under the guise of a legal one, has been a persistent issue in India, particularly for gutka and pan masala, which are prohibited in Maharashtra since 2012. What makes this case notable is the direct targeting of celebrity endorsers, who typically escape personal liability. The FDA must now prove that the Vimal Elaichi ad is indeed a surrogate for a banned product, a test that has failed in past cases due to weak evidence. The 15-day response window for the actors ends around August 26, 2026, after which Mundhe has said he will decide on further action.
Source: hindustantimes.com
This brief was synthesised by AI from the source linked above.
