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Maharashtra FDA investigation into surrogate advertising

Updated 2 times since CLSTR started tracking revisions of this situation.

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2026-09-04 02:42 UTC → 2026-09-07 13:54 UTC · added removed

The Maharashtra Food and Drug Administration (FDA) issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding advertisements for Vimal Elaichi. The regulator alleges the campaign is a form of surrogate advertising used to indirectly promote Vimal Pan Masala, a product whose manufacture, sale, and distribution are prohibited in Maharashtra. In a nine-page notice, Food Safety Commissioner Tukaram Mundhe stated that the branding and presentation of the cardamom product appear to create a “misleading association” with the banned pan masala brand. The actors were directed to cease participation in the campaign and remove promotional content from all digital platforms. They were granted 15 days to provide a written explanation regarding their endorsement agreements and due diligence. As of early September, While the FDA has received responses from Ajay Devgn and Tiger Shroff. However, the agency Shroff, it is still awaiting a response from Shah Rukh Khan. The regulator agency is currently reviewing the submitted replies to determine if the advertisements and associated claims comply with the Advertising and Claims Regulations of 2018. Under In response to the Food Safety investigation, PB Agro LLP, the manufacturer of Vimal Elaichi, has approached the Delhi High Court to challenge the show-cause notices. Legal counsel for PB Agro argued that the Maharashtra FDA lacks jurisdiction to halt the advertisements and Standards Act, 2006, individuals involved noted that the notices were issued to the actors rather than the company. The company further contended that the surrogate advertising allegations are baseless, stating that Vimal pan masala has not been sold in publishing misleading food advertisements may face penalties Maharashtra since 2001. Justice Swarana Kanta Sharma has reserved her verdict on the preliminary issue of up whether the Delhi High Court has jurisdiction to ₹10 lakh. hear the matter.

Versions

  1. 2026-09-07 13:54 UTC Maharashtra FDA investigation into surrogate advertising
  2. 2026-09-04 02:42 UTC Maharashtra FDA investigation into surrogate advertising
  3. 2026-08-21 12:09 UTC Maharashtra FDA investigation into surrogate advertising

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