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Maharashtra FDA issues notices to Shah Rukh Khan, Ajay Devgn, and Tiger Shroff
The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding an advertisement for Vimal Elaichi. The regulator alleges the campaign constitutes surrogate advertising, indirectly promoting Vimal Pan Masala, a product currently prohibited for manufacture, sale, and distribution in Maharashtra.
In the nine-page notice issued by Food Safety Commissioner Tukaram Mundhe, the FDA stated that the branding and presentation of the cardamom product appear to create a misleading association with the prohibited pan masala brand. The actors have been directed to immediately cease participation in the campaign and remove all related promotional content from their official social media handles, websites, and digital platforms.
The agency has requested a written explanation from the actors within 15 days, seeking details on their endorsement agreements, campaign briefs, and the due diligence conducted prior to the partnership. Under the Food Safety and Standards Act, 2006, specifically Sections 24 and 53, individuals involved in publishing misleading food advertisements can face penalties of up to ₹10 lakh. This action is part of a broader crackdown by the state to enforce bans on tobacco and nicotine-containing products.
Entities
Ajay Devgn · Maharashtra Food and Drug Administration · Shah Rukh Khan · Tiger Shroff · Tukaram Mundhe · Vimal
Claims
What the coverage asserts, and how many sources carry each claim.
- [○ 1 SOURCE] Under Section 53 of the Food Safety and Standards Act, 2006, penalties of up to Rs 10 lakh can be imposed for misleading food advertisements. www.socialnews.xyz
- [● 3 SOURCES] The actors have been directed to immediately cease participation in the campaign and remove all related promotional content from their social media handles. thefederal.com · english.mathrubhumi.com · www.prabhatkhabar.com
- [● 7 SOURCES] The Maharashtra FDA issued show-cause notices to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding a Vimal Elaichi advertisement. thefederal.com · english.mathrubhumi.com · kalingatv.com · odishabytes.com · www.prabhatkhabar.com · +1 more
- [● 3 SOURCES] A Maharashtra government order issued on July 13, 2026, prohibits the manufacture, storage, transportation, distribution, and sale of pan masala in the state. kalingatv.com · odishabytes.com · www.prabhatkhabar.com
- [● 3 SOURCES] The show-cause notices require the actors to explain their involvement with the brand and provide documents such as endorsement agreements and campaign briefs. kalingatv.com · odishabytes.com · www.prabhatkhabar.com
- [● 6 SOURCES] The FDA alleges the Vimal Elaichi advertisement constitutes surrogate advertising for Vimal Pan Masala, which is prohibited in Maharashtra. thefederal.com · english.mathrubhumi.com · kalingatv.com · odishabytes.com · www.prabhatkhabar.com
- [● 7 SOURCES] The FDA alleges the advertisement for Vimal Elaichi constitutes surrogate advertising for Vimal Pan Masala. thefederal.com · english.mathrubhumi.com · kalingatv.com · odishabytes.com · www.prabhatkhabar.com · +1 more
- [● 3 SOURCES] The actors have been directed to stop participating in the campaign and remove related content from their social media handles. thefederal.com · english.mathrubhumi.com · www.prabhatkhabar.com
- [○ 1 SOURCE] The FDA has requested the actors provide details regarding their endorsement agreements, campaign briefs, and payments. www.prabhatkhabar.com
- [● 3 SOURCES] Pan masala is prohibited for manufacture, storage, transportation, distribution, and sale in Maharashtra. thefederal.com · odishabytes.com · www.prabhatkhabar.com
- [○ 1 SOURCE] Under Section 53 of the Food Safety and Standards Act, 2006, penalties for misleading food advertisements can reach up to Rs 10 lakh. www.socialnews.xyz