FDA has issued show-cause notices to actors Ajay Devgn, Shah Rukh Khan and Tiger Shroff over their participation as brand endorsers in an advertisement for Vimal Elaichi.

The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to actors Ajay Devgn, Shah Rukh Khan and Tiger Shroff over their participation as brand endorsers in an advertisement for Vimal Elaichi, questioning whether the campaign amounts to indirect, surrogate or other forms of promotion of a prohibited or restricted product.

The notices, dated August 11, 2026, state that the advertisement prima facie promotes the VIMAL brand, which the FDA says is mainly associated with Pan Masala.

The notice further states that Vimal Pan Masala has been prohibited from manufacture, storage, transportation, distribution and sale in Maharashtra for one year under a prohibition order dated July 13, 2026, issued by the Commissioner of Food Safety, Maharashtra, under Section 30(2)(a) of the Food Safety and Standards Act, 2006.

The FDA has questioned the use of the expression "VIMAL Elaichi", noting that it appears to create an association with the VIMAL Pan Masala brand and may thereby mislead consumers and indirectly promote the prohibited product's brand identity.

The notice says that, considering the advertisement's brand identity, presentation, visual elements, dialogue, product name and market identity, a serious question arises as to whether it amounts to indirect, surrogate or other forms of promotion of a prohibited or restricted tobacco-related product.

It specifically asks whether the use of the VIMAL brand for Elaichi is intended to maintain, reinforce or enhance the brand identity and consumer attraction associated with Pan Masala or tobacco-related products.

The FDA has invoked Section 24 of the Food Safety and Standards Act, 2006, which prohibits misleading advertisements and representations concerning food and unfair or deceptive practices intended to promote the sale, supply, use or consumption of food.

It has also referred to Section 53, under which a person who publishes, or is a party to the publication of, an advertisement that falsely describes food or is likely to mislead consumers can face a penalty of up to ₹10 lakh.

The notice further relies on the Food Safety and Standards (Advertising and Claims) Regulations, 2018, the CCPA's Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022 and provisions of the Cigarettes and Other Tobacco Products Act, 2003 (COTPA) dealing with direct and indirect tobacco advertising.

Under Section 5 of COTPA, the notice states, a person is prohibited from taking part in an advertisement that directly or indirectly suggests or promotes the use or consumption of cigarettes or other tobacco products.

The FDA has sought documents from the actors concerning the due diligence undertaken before participating in the advertisement, the nature of the advertised product, whether Vimal Elaichi is an independent product or a surrogate/brand-extension communication, their endorsement agreements, campaign briefs, payment arrangements and details of the advertising agency and brand owner.

The actors have also been asked to provide particulars of the television channels, digital and social media platforms and other media on which the advertisement was disseminated with their participation, along with the period of such dissemination.

They have been directed to submit their written explanations and supporting documents within 15 days from receipt of the notices. The actors may also seek a personal hearing by indicating so in their written explanations.

The notices warn that if no explanation is received within the stipulated period, or if the explanation is found unsatisfactory, further action may be initiated under the Food Safety and Standards Act and the Rules and Regulations made thereunder.

The advertisement in question features Ajay Devgn, Shah Rukh Khan and Tiger Shroff together in the Vimal Elaichi campaign.

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