Maharashtra Food and Drug Administration commissioner Tukaram Mundhe has expressed concerns regarding celebrities and public figures who promote paan and gutka products. He emphasised that these individuals should apply the same standards to their families and themselves as they do to the public when endorsing such items. Speaking at a event, he stated that anyone advertising gutka should be willing to let their children consume it and adopt it as a habit before recommending it to others.

Legal Implications of Advertising Practices

Mundhe’s comments followed the issuance of show-cause notices on August 11, 2026, to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The notices were linked to their endorsement of Vimal Elaichi, which the FDA claims may indirectly promote prohibited products like pan masala and tobacco-related items. This raises significant legal concerns under the Food Safety and Standards Act, 2006, which strictly prohibits misleading claims regarding food or drugs.

The FDA has given the actors a period of 15 days to submit written explanations in response to the show-cause notices. Authorities have indicated that failing to respond satisfactorily could result in further legal actions. Mundhe reiterated that the celebrity endorsements should not merely serve as a commercial transaction; rather, those endorsing products must grasp the implications of what they advocate.

Mundhe adamantly rejected the notion that actors can distance themselves from the responsibilities of the products they endorse. He stressed that promotional activities demand accountability, and sponsors cannot evade their legal obligations by claiming ignorance or asserting that the responsibility rests solely with the producers. According to him, endorsing a product carries a responsibility to fully comprehend what is being promoted.

Rejection of Double Standards

The commissioner also voiced his disdain for what he termed as double standards in various contexts. He argued that public figures must align their professional actions with their personal beliefs. He described euphemistically the sycophantic behaviour and multiple standards in society, stating his strong dislike for such practices. Mundhe emphasised the importance of integrity and consistency in public messaging, highlighting that it fosters trust among consumers.

During the event, he articulated that the discussion is not solely about personal ethics but also involves the broader responsibility of public figures to ensure they do not mislead consumers. This responsibility extends beyond mere promotion; it encompasses a greater obligation to societal well-being.

Mundhe concluded that there needs to be a comprehensive understanding of the implications of endorsements among public figures. He called for a critical examination of the products being advertised to uphold public health standards and legal requirements. As the matter continues to unfold, it remains pivotal for celebrities to recognise their influence on public perception and consumption behaviours.

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