The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their alleged participation in advertisements promoting Vimal Pan Masala/Elaichi, directing them to remove the promotional content from social media within 15 days.
The notices, issued on Friday, warn the actors of action under the Food Safety and Standards Act, 2006, if they fail to comply with the directions. The FDA has cited restrictions on food advertising and provisions against misleading advertisements under the law.
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The notice was issued to the three actors in their capacity as "Actor/Brand Endorser" and specifically concerns their "participation in endorsement/promotional support of advertisements relating to 'VIMAL' brand Pan Masala / Elaichi".
FDA cites Section 24 of food safety law
In its notice, the Maharashtra FDA invoked Section 24 of the Food Safety and Standards Act, 2006, which deals with restrictions on advertisements and unfair trade practices relating to food products.
The notice states: "Section 24 of the Food Safety and Standards Act, 2006 (hereinafter referred to as 'the FSS Act, 2006') provides for restrictions on advertisement and prohibition as to unfair trade practices relating to food, and prohibits advertisements which are misleading or which contravene the provisions of the said Act and the Rules and Regulations made thereunder."
The FDA further pointed to the continued availability and dissemination of a Vimal Elaichi advertisement, stating: "However, an advertisement relating to VIMAL Elaichi is available and is being disseminated at the following link and on allied media platforms."
The notices come amid continued regulatory scrutiny of celebrity endorsements of pan masala and related products, particularly where such advertisements could be perceived as promoting products associated with tobacco or other restricted substances.
