Prominent Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff are facing formal show-cause notices from the Maharashtra Food and Drug Administration (FDA). The regulatory action centers on their participation in promotional campaigns for Vimal Elaichi, which enforcement authorities suspect functions as a surrogate marketing vehicle for banned tobacco formulations and pan masala products.
In Maharashtra, the manufacture, storage, distribution, and advertising of gutkha and pan masala have been strictly prohibited since 2012. State FDA Commissioner Tukaram has intensified regulatory oversight to enforce these public health directives, viewing high-visibility celebrity brand campaigns as a potential circumvention of statutory prohibitions.
Endorsement Scrutiny and Contract Audits
As part of the statutory inquiry, the FDA has formally requested that the actors furnish comprehensive documentation regarding their commercial engagements as brand endorsers. The regulatory body is seeking access to original endorsement contracts, creative campaign briefs, and financial payment records. Furthermore, authorities have demanded detailed explanations regarding whether the celebrities conducted independent due diligence before agreeing to promote the brand.
The actors have been granted a 15-day window to submit their formal responses to the state regulator. Failure to provide satisfactory explanations or substantiate due diligence measures could trigger legal proceedings under the Food Safety and Standards Act (FSSA), 2006. Under Section 24 and Section 53 of the Act, penalties for participating in misleading advertisements or promoting restricted substances can reach up to ₹10 lakh, alongside potential escalation to the Central Consumer Protection Authority (CCPA).
The investigation marks a significant escalation in regulatory scrutiny over celebrity marketing practices. By examining whether permitted cardamom mouth fresheners are used to sustain consumer recall for restricted chewable tobacco lines, authorities aim to eliminate surrogate promotional channels across digital and satellite broadcast networks.
