Shah Rukh Khan, Ajay Devgn, and Tiger Shroff Receive FDA Notices Over Vimal Ad

Bollywood stars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff are facing legal scrutiny after the Maharashtra Food and Drug Administration (FDA) issued formal show-cause notices regarding their endorsement of 'Vimal Elaichi'. The regulatory body contends that the advertisement acts as a surrogate promotion for 'Vimal Pan Masala', which is officially banned across the state.

The actors have been given a 15-day window to submit evidence proving that Vimal Elaichi is a distinct, independently marketed product rather than a brand-extension used to promote banned tobacco items. Furthermore, the FDA has requested comprehensive details regarding the media platforms where the commercials were broadcast, the duration of airtime, and the commercial agreements established between the celebrities and the brand owners. Under Sections 24 and 53 of the Food Safety and Standards Act, 2006, individuals endorsing misleading or prohibited surrogate advertisements face potential penalties of up to 10 lakh rupees. The department has also strictly instructed the actors to halt any further promotion or broadcasting of the campaign while the investigation is underway.