SRK, Ajay Devgn, Tiger Shroff get FDA notice over Vimal Elaichi ad

Maharashtra's Food and Drug Administration (FDA) has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff for their advertisement of Vimal Elaichi, alleging it amounts to surrogate advertising for Vimal Pan Masala, a prohibited product. The FDA's Greater Mumbai division issued the notice on August 11, calling it a "final warning" and stating that the advertisement appears to violate the Food Safety and Standards Act, 2006, and related regulations.

The notice says the use of the name "VIMAL Elaichi" creates an association with Vimal Pan Masala and could mislead consumers. The actors have been directed to immediately stop endorsing the ad and remove all promotional content from their social media and websites. They have 15 days to respond and submit details including endorsement agreements, campaign briefs and payment records.

FDA commissioner Tukaram Mundhe warned that "no one will be spared" and that action could extend to every stakeholder in the advertising chain, including companies and platforms. PTI reports that the CCPA guidelines allow penalties of up to Rs 10 lakh for misleading advertisements and up to Rs 50 lakh for repeat offences, with possible bans on endorsements for up to three years.