Maharashtra FDA takes legal action against actors over Vimal advertisement

The Maharashtra Food and Drug Administration (FDA) has initiated legal proceedings against actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding their involvement in a Vimal Elaichi advertisement. FDA Commissioner Tukaram Mundhe stated that the actors are being treated as “violators of the law” rather than celebrities, emphasizing that the Food Safety Act places responsibility on the advertiser to exercise due diligence.

The investigation centers on allegations of surrogate promotion for Vimal Pan Masala, a product that is prohibited in Maharashtra. Show cause notices were issued to the trio on August 11, citing Section 24 of the FSS Act, which restricts misleading advertisements.

Mundhe confirmed that prosecution and adjudication proceedings are underway. While two of the actors have reportedly responded to the notices, one actor has yet to respond, prompting the FDA to move forward with legal action. The commissioner dismissed arguments that liability rests solely with the manufacturer, asserting that the law specifically assigns responsibility to those promoting the product.