FDA Issues Notices to SRK, Ajay Devgn Over Pan Masala Ads

Maharashtra's Food and Drug Administration (FDA) has issued show-cause notices to Bollywood superstars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The action, led by Commissioner Tukaram Mundhe, focuses on their promotion of 'Vimal Elaichi' in advertisements. The FDA is investigating whether these ads serve as surrogate promotion for banned tobacco products under the guise of mouth fresheners. The celebrities are required to explain their association with the brand and justify why the ads do not violate current health and safety regulations.

The move follows years of public criticism against top-tier actors for endorsing brands that have significant tobacco interests. While the actors specifically promote the cardamom ('elaichi') version of the product, critics argue that the branding is identical to the company's pan masala products, effectively bypassing advertising bans. Previously, Akshay Kumar faced severe fan backlash for joining the same campaign, eventually leading him to apologize and withdraw from future advertisements. The FDA's intervention marks a shift from public pressure to official administrative scrutiny.

This development is likely to make celebrities more cautious about the brands they choose to represent. The Maharashtra FDA's strict stance could set a precedent for other states to crack down on surrogate advertising across the country. For the Indian advertising industry, this signals a tightening of norms around 'shadow' branding of health-risk products. Viewers can expect a potential reduction in such high-profile endorsements as actors seek to protect their public image and avoid legal entanglements with health authorities.