Shah Rukh Khan, Ajay Devgn, and Tiger Shroff have been issued show-cause notices by the Maharashtra Food and Drug Administration (FDA) regarding their involvement in a 2024 advertisement for Vimal Elaichi. The FDA has expressed concern that the ad represents indirect or surrogate marketing of pan masala, a product that is prohibited within the state. The notice was released on 2 October 2023, and the actors have been given a period of 15 days to respond.

The notification, prepared by Tukaram Mundhe, the food safety chief of Maharashtra, encompasses nine pages and urges the actors to cease their engagement with the advertising campaign immediately. Additionally, they are required to retract any promotional material linked to the advertisement from their social media platforms.

Prominent in the advertisement is the phrase “VIMAL Elaichi,” which the FDA claims links directly to the Vimal brand, traditionally associated with the banned product. The authority’s examination has led to the assertion that this could mislead consumers and actively promote a prohibited item within Maharashtra.

Concerns Raised by the FDA

The Maharashtra FDA’s notice argues that the advertising campaign primarily promotes the VIMAL brand, a name that has been connected to pan masala, leading to potential consumer confusion. The FDA’s claim hinges on the premise that the advertisement creates a clear association with a product that is illegal to manufacture, store, and distribute in the state, further complicating the integrity of the endorsement.

The terms of the notice also suggest that if the advertisement’s intention is to preserve or bolster brand recognition related to tobacco or pan masala, then it transcends the campaign’s aim of merely advertising elaichi. The authority has demanded a response that details the endorsement agreements, campaign strategies, and the due diligence conducted prior to the actors’ involvement in the campaign.

The implications of such advertising practices raise significant questions regarding consumer protection and the responsibilities of celebrities in promoting products. The FDA’s scrutiny reflects a broader initiative to combat misleading endorsements and advertising that could lead to public health concerns.

Potential Consequences for the Actors

The notice issued by the FDA includes references to consumer protection laws that regulate misleading endorsements. Should violations be confirmed, the actors could face penalties up to Rs 10 lakh for a first offence, with the possibility of increased fines for further infractions. Additionally, they may encounter restrictions that limit their capacity to endorse products for a specified period.

This development corresponds with ongoing efforts by Maharashtra’s food safety authorities to crack down on the promotion of banned tobacco products and gutka. The issuance of these notices underscores the persistent scrutiny surrounding celebrity endorsements, particularly concerning products that align closely with prohibited substances.

Historically, associations with the Vimal brand have resulted in controversy within Bollywood. In a notable instance from 2022, actor Akshay Kumar faced public backlash following his appearance in a Vimal Elaichi advertisement. The dissent resulted in Kumar issuing an apology to his fans and ultimately withdrawing from the endorsement, highlighting the sensitive nature of promotional activities tied to products like pan masala.

Long or Short, get news the way you like. No ads. No redirections. Download Newspin and Stay Alert, The CSR Journal Mobile app, for fast, crisp, clean updates!

App Store –  https://apps.apple.com/in/app/newspin/id6746449540 

Google Play Store – https://play.google.com/store/apps/details?id=com.inventifweb.newspin&pcampaignid=web_share