Shah Rukh, Ajay Devgn, Tiger Shroff face FDA notice over Vimal ad

Maharashtra's food safety authority has issued show-cause notices to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff for a 2024 Vimal Elaichi advertisement, alleging it is a surrogate promotion of the banned Vimal Pan Masala. The Times of India reports the notice, issued by FDA commissioner Tukaram Mundhe, states the ad is in circulation on YouTube and other platforms. The actors have been asked to remove the advertisements and explain their position within 15 days.

Bollywood Hungama adds that the FDA has cited consumer protection provisions, with penalties of up to Rs 10 lakh for a first offence. The notice also seeks details of endorsement contracts, due diligence, and whether Vimal Elaichi is a standalone product. NDTV Food notes that as per law, endorsers must ensure their endorsements reflect genuine opinions and are not deceptive. This is not the first such controversy: Akshay Kumar had previously stepped away from a Vimal advertisement after backlash in 2022. Failure to respond within 15 days could lead to further action.