Shah Rukh Khan, Ajay Devgn and Tiger Shroff receive Maharashtra FDA notice over Vimal ad

The Maharashtra Food and Drug Administration (FDA) has issued show cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearance in a Vimal Elaichi advertisement. The department has alleged that the campaign may amount to indirect or surrogate promotion of prohibited pan masala and tobacco related products.

According to the notice issued by the Greater Mumbai division on August 11, the use of the Vimal brand name in the Elaichi advertisement could create an association with Vimal Pan Masala. The FDA said this could potentially mislead consumers and amount to a misleading food advertisement.

The notice has been described as a final warning and asks the three actors to stop participating in the advertisement and remove related promotional material from their social media accounts, websites and digital platforms.

The actors have also been asked to provide details about the campaign. This includes copies of endorsement agreements, campaign briefs, product information and payment arrangements. The FDA has also sought details of the advertising agency and brand owner involved in the campaign.

The department wants documentary evidence establishing whether Vimal Elaichi is an independently marketed product or whether the communication could be viewed as a brand extension intended to promote Vimal Pan Masala or tobacco related products.

Shah Rukh Khan, Ajay Devgn and Tiger Shroff have been given 15 days from receiving the notice to submit written explanations and supporting documents. They may also request a personal hearing through an authorised representative.

The FDA said further action could follow if no response is received within the stipulated period or if the explanation is found unsatisfactory.

The action comes after a July 13 prohibition order issued by the Maharashtra Food Safety Commissioner under Section 30(2)(a) of the Food Safety and Standards Act, covering specified prohibited tobacco, nicotine and areca nut based products for one year.

Copies of the notice have also been sent to FSSAI and the Central Consumer Protection Authority for information. The FDA has referred to advertising regulations requiring claims to be truthful, clear and not misleading.