Maharashtra FDA issues notice to SRK, Ajay Devgn, Tiger Shroff over Vimal ad

Maharashtra Food and Drug Administration has issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff for their endorsement of Vimal Elaichi, alleging it may be a surrogate advertisement for Vimal Pan Masala, which is banned in the state. The FDA has asked the actors to stop participating in the campaign and remove related promotional material from their social media accounts within 15 days.

The notice questions whether the use of the Vimal name, logo and brand identity creates an indirect association with pan masala in consumers' minds. Bollywoodlife reports the FDA has sought details of endorsement agreements, payments and due diligence carried out before the actors signed the deal. The Times of India notes that Devgn had earlier defended his choice, saying he was endorsing elaichi and not pan masala. Shah Rukh Khan had previously argued that if products are harmful, the government should ban their sale rather than stop actors from earning through endorsements.

The actors have 15 days to respond in writing or through a representative. If they fail to reply or their explanation is unsatisfactory, they could face action under the Food Safety and Standards Act, 2006. Under the Consumer Protection Act, penalties for misleading advertisements can extend to Rs 10 lakh, and endorsers may be prohibited from making endorsements for up to one year.