Digital Desk: Maharashtra Food and Drug Administration (FDA) has issued a show cause notice to Bollywood actors Shahrukh Khan, Ajay Devgan and Tiger Shroff over an advertisement. FDA has raised questions on Vimal Elaichi's advertisement and expressed apprehension that through it, indirect or surrogate promotion of Pan Masala brand banned in Maharashtra can be done.
The regulator has sought clarification from the three actors regarding their role in the advertisement. According to the FDA, the brand name, communication and presentation used in advertising may convey a message associating a private brand with pan masala.
What is FDA's objection?
Maharashtra FDA says the advertisement prima facie appears to establish an association with the banned pan masala brand and may fall within the scope of indirect promotion. On this basis, notices have been sent to the three artistes asking them to clarify their role in the advertisement.
The notices have been sent through Ajay Devgan's Juhu residence, Shah Rukh Khan's Bandra-based Mannat and Tiger Shroff's production house Tiger Shroff Productions LLP.
What are the rules on Pan Masala in Maharashtra?
Manufacturing, storage, transportation, distribution and sale of banned products like pan masala has been banned in Maharashtra for one year. The current ban comes into effect from July 13, 2026.
The FDA has also cited sections 24 and 53 of the Food Safety and Standards Act (FSS Act). In case of misleading food advertisement, a fine of up to Rs 10 lakh can be imposed under the relevant provisions. However, the issuance of the notice does not in itself prove that the three actors have been fined; At present an explanation has been sought from him.
How many raids did the FDA conduct?
Maharashtra FDA has intensified the campaign against banned tobacco and pan masala products. According to the information given, between May 25 and July 31, FDA raided 658 places. During this period, banned stock worth Rs 15.11 crore was seized.
519 FIRs were registered and 701 people were arrested during the operation. Apart from this, 78 vehicles carrying contraband goods worth about Rs 6.6 crore were also seized.
Preparation of MCOCA on banned products network
On June 12, FDA Commissioner Tukaram Mundhe had directed officials to coordinate with the police to invoke the provisions of MCOCA, 1999, in eligible cases of organized networks involving gutkha, pan masala and other banned products containing tobacco or nicotine.
The aim of this action is said to be to crack down on the organized network behind banned tobacco products.
Questions have been raised earlier also regarding such advertisements
Regulatory and legal questions have already been raised regarding advertisements like Vimal Elaichi. In 2018, a show cause notice was issued by DGHS under the Cigarettes and Other Tobacco Products Act (COTPA), 2003 to a concerned private company.
The allegation was that tobacco products are being indirectly promoted through Bollywood actors to attract youth under the guise of tobacco-free products. The company had challenged these allegations and said that it was not manufacturing tobacco products for its brand in the domestic market.
In January 2024, the Delhi High Court had rejected DGHS's appeal against the trial court order in this case. Questions related to advertising of tobacco-free products and surrogate advertising were also discussed before the court.
Now let's look at the answers of the three actors
After the latest notice from Maharashtra FDA, now the clarification given by Shahrukh Khan, Ajay Devgan and Tiger Shroff will be under watch. The regulator wants to investigate whether his role in the advertisement and his association with the brand falls within the scope of indirect promotion of banned pan masala.
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