Maharashtra FDA Issues Show-Cause Notices to 3 Bollywood Actors Over Vimal Elaichi Ad

The Maharashtra Food and Drug Administration has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff concerning their participation in a Vimal Elaichi advertisement. The regulator alleges the promotional campaign could constitute indirect or surrogate advertising for Vimal Pan Masala, a product banned in the state.

The notices, issued this week, demand explanations from the actors regarding their roles in the advertisement. According to the FDA, the commercial's use of the Vimal brand name, specific dialogue, and presentation create a clear association with Vimal Pan Masala, which is prohibited for manufacture, storage, distribution, and sale in Maharashtra. The state has renewed its annual ban on gutkha and pan masala containing tobacco or nicotine under Section 302a of the Food Safety and Standards Act, with the latest order effective from July 13, 2026.

The FDA cited Sections 24 and 53 of the FSS Act in the notices, which restrict misleading food advertisements and allow for penalties up to Rs 10 lakh for those party to such publications. The regulator stated that the actors' direct participation as endorsers makes them liable for...