FDA Issues Notices to Bollywood Actors Over Vimal Elaichi Ads

The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to prominent actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding their participation in a 2024 advertising campaign for Vimal Elaichi. FDA Commissioner Tukaram Mundhe stated that the promotional material potentially constitutes surrogate advertising for Vimal Pan Masala, a product prohibited for manufacture and sale within Maharashtra under state food safety regulations. The regulator is currently assessing whether the branding strategy effectively reinforces the presence of restricted tobacco-linked products.

The core of the FDA's concern lies in the use of the Vimal brand identity, which is strongly associated with pan masala products prohibited by the state. Authorities contend that even if the elaichi product is distinct, the campaign's presentation could mislead consumers and inadvertently promote the parent brand's restricted offerings. The notice highlights concerns about whether the celebrity association is used to maintain brand visibility for prohibited gutka and pan masala items, a practice restricted under the Cigarettes and Other Tobacco Products Act, 2003.

The actors are required to explain their participation and have been asked to remove promotional materials from social media platforms. The show-cause notice requires a formal response within 15 days, detailing their due diligence processes and contractual arrangements. Potential consequences for confirmed violations include financial penalties ranging from Rs 10 lakh to Rs 50 lakh, and a possible three-year ban on future endorsements of similar products. This development follows historical industry backlash regarding similar advertising campaigns and reinforces the state's ongoing crackdown on surrogate promotion in the food and tobacco sector.