The Maharashtra FDA has initiated a significant enforcement action against prominent Bollywood figures Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The regulatory body has issued show-cause notices to these actors concerning their involvement in an advertisement for a pan masala brand. The core of the FDA’s concern lies in the allegation that this advertising campaign constitutes a form of surrogate advertising, promoting a product that is currently banned within the state of Maharashtra. This action underscores the FDA’s commitment to curbing the promotion of restricted substances, even through indirect means.
According to reports from IANS, the show-cause notices were delivered personally to the actors this week. Ajay Devgn received his at his residence in Juhu, while Shah Rukh Khan was served at his iconic Bandra home, Mannat. Tiger Shroff, on the other hand, was notified through his production company, Tiger Shroff Productions LLP. The FDA’s directive demands an explanation from all three actors regarding their participation in the advertisement, contending that it establishes an indirect connection with the pan masala brand, thereby potentially circumventing existing prohibitions. The notice explicitly states, “Upon examination of the said advertisement, it prima facie appears that the advertisement promotes the Vimal brand, which is mainly associated with Pan Masala, a product prohibited for manufacture, storage, transportation, distribution, and sale in the State of Maharashtra for a period of one year, with effect from the date specified in the Prohibition Order dated the 13th July, 2026, issued by the Commissioner of Food Safety, Maharashtra State, under Section 30(2)(a) of the FSS Act, 2006.”
In its legal pursuit, the regulator has invoked Section 24 of the Food Safety and Standards (FSS) Act, 2006. This crucial section prohibits any misleading or deceptive advertisements pertaining to food products. Furthermore, the FDA has also cited Section 53 of the same Act, which carries a provision for a substantial penalty of up to Rs 10 lakh against individuals or entities found guilty of publishing misleading food advertisements. These legal provisions highlight the severity with which the FDA views such promotional activities.
This issuance of notices is not an isolated event but rather an integral part of the Maharashtra FDA’s broader crackdown on gutkha and pan masala products, particularly those containing tobacco or nicotine. The regulatory body has been actively working to combat various violations, including food and milk adulteration and the sale of unhealthy food items in proximity to educational institutions. In recent months, the FDA has significantly intensified its inspection and seizure operations across the state, aiming to bolster food safety compliance and protect public health. This concerted effort reflects a resolute stance against any advertising practices that could undermine public health initiatives, especially concerning products deemed harmful.
