The Maharashtra Food and Drug Administration is still awaiting a response from Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff, who received a notice over an advertisement allegedly promoting a banned pan masala brand. FDA Commissioner Tukaram Mundhe confirmed the update on Wednesday.
What did FDA Commissioner Tukaram Mundhe say about the surrogate ad notice?
Speaking at a ‘Meet the Press’ event organised by the Mumbai Press Club, Mundhe clarified that promoting a product itself isn’t the issue; the manner in which it’s publicised matters, according to a PTI report. Responding to a question on commercials and surrogate advertising, he said, “Whatever advertisements we see, whether in newspapers, on television, or on social media—are under our radar. We are watching for violations.” Asked specifically about the notice sent to the three actors, Mundhe confirmed they had not yet replied.
What is the elaichi advertisement controversy involving Shah Rukh Khan, Ajay Devgn and Tiger Shroff?
Earlier this month, the FDA issued a show-cause notice to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their advertisement for an elaichi brand, alleging it prima facie amounted to “indirect or surrogate” promotion of prohibited pan masala and tobacco-related products. According to the FDA, using the term “Vimal Elaichi” in the ad appeared to create an association with the “Vimal Pan Masala” brand, potentially misleading consumers while indirectly promoting the prohibited product.The FDA’s Greater Mumbai division, in a notice issued on August 11, stated the matter was particularly serious because the advertisement used the same brand identity linked to Vimal Pan Masala. The notice described the three actors as brand endorsers and sought their response within 15 days.
Will the FDA act against celebrities over surrogate advertising?
Responding to a separate query, Mundhe said the regulator would take action against any food business operator that failed to meet prescribed standards, regardless of whether those involved were from the film industry, labourers or ordinary citizens. He added that citizens could file complaints through the FDA’s portal, after which officers would visit the location, examine the issue and take necessary action.
