MUMBAI: The Maharashtra Food and Drug Administration (FDA) has issued show cause notices to Bollywood actors Ajay Devgn, Shah Rukh Khan and Tiger Shroff over their advertisement for Vimal Elaichi, alleging that it may amount to surrogate advertising for Vimal Pan Masala, a product prohibited in the state.
The action comes as the Maharashtra FDA intensifies its crackdown on the sale and promotion of tobacco and pan masala products across the state.
According to the regulator, the notices were issued to the three actors this week, seeking an explanation regarding their association with the Vimal Elaichi advertisement.
The FDA has contended that the advertisement creates a direct brand association with Vimal Pan Masala and may therefore constitute indirect promotion of the prohibited product.
Officials have cited provisions of the Food Safety and Standards Act, 2006, while seeking clarification from the actors over their role in the campaign.
The notices are part of a broader effort by the state regulator to curb surrogate advertising, in which a brand associated with a restricted product is promoted through another legally saleable product carrying the same or similar branding.
The three actors have been asked to respond to the notices and explain their position before the FDA takes any further action in the matter.
