Maharashtra FDA Issues Notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff

Maharashtra’s Food and Drug Administration (FDA) has stepped up its action against surrogate advertising linked to prohibited pan masala products. Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff have been served show-cause notices over advertisements for Vimal Elaichi, which authorities allege may indirectly promote a pan masala brand. The FDA has asked the actors to explain their role in the campaigns and provide details of their endorsement agreements and related promotional arrangements.

The notices have also triggered a wider debate over the legal powers of state food regulators and the accountability of celebrities in brand endorsements. Maharashtra FDA Commissioner Tukaram Mundhe has taken a strong position against surrogate advertising, while the department has been intensifying action against banned gutkha and pan masala products across the state. The FDA is Maharashtra’s principal regulatory authority for food, medicines and cosmetics.