Tukaram Mundhe Clarifies FDA Notices to Shah Rukh Khan, Ajay Devgn Were Not Targeted Action

Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe has clarified that the show-cause notices issued to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff were not intended to single out the celebrities.

The actors were served notices over their appearance in a Vimal Elaichi advertisement, which the FDA believes could amount to indirect or surrogate promotion of prohibited pan masala and tobacco-related products.

Mundhe said the action was based on existing food safety and advertising regulations rather than a personal decision to target high-profile actors. According to him, the Food Safety and Standards (Advertising and Claims) Regulations, 2018 place responsibility on both advertisers and promoters to ensure that advertisements comply with applicable rules.

Mundhe says endorsers also have responsibility

Responding to criticism that the FDA was targeting Bollywood stars for publicity, Mundhe said the rules apply across the advertising chain.

He maintained that celebrities who endorse products also have a responsibility to understand what they are promoting and ensure that the advertisement does not violate food safety regulations. The commissioner also said manufacturers and sellers were being investigated separately and had not been spared by the FDA.

Mundhe said penalties of up to ₹10 lakh could apply in cases where violations are established, along with directions to withdraw promotional material or other regulatory action.

FDA notices over Vimal advertisement

The FDA's notices reportedly gave Shah Rukh Khan, Ajay Devgn and Tiger Shroff 15 days to respond. The department also directed the actors to stop participating in the advertisement and remove related promotional material from their social media accounts, websites and other digital platforms under their control.

The actors were also asked to provide information including endorsement agreements, campaign details, product information, payment arrangements and details of the advertising agency and brand owner.

The FDA has described the advertisement as potentially constituting surrogate advertising, in which a product or brand associated with a prohibited substance is promoted indirectly through another product.

Focus turns to celebrity endorsements

The action has renewed debate over the responsibility of celebrities who appear in advertisements for products linked to pan masala or tobacco brands.

Mundhe has maintained that the FDA's approach is not limited to celebrities and that manufacturers, sellers, advertisers and endorsers can all face scrutiny when advertisements allegedly violate regulations.

If the actors fail to respond within the stipulated period, or if their explanations are found unsatisfactory, the FDA could proceed with further action under the applicable regulations.