Maharashtra FDA has served notices on Shah Rukh Khan, Ajay Devgn and Tiger Shroff over a Vimal Elaichi ad. |
Mumbai: The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their endorsement of Vimal Elaichi, saying the advertisement prima facie appears to be an indirect or surrogate promotion of prohibited pan masala and tobacco-related products. The notice, issued on August 11, gives the actors 15 days to respond with explanations and supporting documents.FDA Flags Brand LinkAccording to the FDA, the use of the name “Vimal Elaichi” may create an association with the Vimal Pan Masala brand and could mislead consumers.
The regulator said the issue was serious because the advertisement uses the same brand identity associated with Vimal Pan Masala.
The FDA described its notice as a “final warning” and said the advertisement appeared prima facie to be misleading under the Food Safety and Standards Act, 2006, and related regulations.Ads Must StopThe actors have been directed to immediately stop participating in and endorsing the Vimal Pan Masala/Elaichi advertisement.They have also been asked to remove related promotional material from their official social media accounts, websites and other digital platforms under their control.The FDA has told them not to assist in any further broadcast, publication or promotion of the advertisement. Documents SoughtThe actors must provide details of the checks carried out by them or their agencies before agreeing to the endorsement.They have also been asked to submit endorsement agreements, campaign briefs, product details and information about payments, the advertising agency and the brand owner.The FDA has sought evidence showing whether Vimal Elaichi is an independent product available for sale or a brand-extension communication linked to pan masala. Further Action PossibleThe actors can seek a personal hearing, either themselves or through an authorised representative.If they fail to respond within the stipulated period, or their explanations are found unsatisfactory, the FDA has warned that further action could follow without another notice.Copies have also been sent to the FSSAI and Central Consumer Protection Authority for appropriate action.