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Maharashtra Food and Drug Administration Commissioner Tukaram Mundhe has strongly defended the regulatory body’s stern action against prominent Bollywood celebrities endorsing surrogate products, emphasizing that legal standards apply universally without exception. The stance follows show-cause notices issued under the Food Safety and Standards Act to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff for appearing in commercials for Vimal Elaichi, a mouth freshener product associated with a brand prominently recognized for pan masala and tobacco items. Defending the enforcement, Mundhe asserted that everyone involved in the advertising creation and dissemination pipeline holds direct accountability for misleading promotions, reinforcing that no individual or commercial entity is exempt from regulatory scrutiny regardless of their fame or industry status.
Highlighting the legal basis of the crackdown, the FDA chief explained that Maharashtra has maintained a strict prohibition on gutkha, pan masala, and related chewable tobacco products since 2012, while modern food safety regulations strictly govern deceptive claims and indirect advertising. He noted that surrogate advertising—where a brand uses a non-banned product like cardamom to market a prohibited substance—violates provisions aimed at safeguarding public health. Legal notices sent to the actors directed them to immediately halt their involvement in the promotional campaigns, pull down related content from social media handles, and submit documentation demonstrating the due diligence they conducted before signing the brand endorsement deals.
Emphasizing the broader scope of enforcement, Mundhe detailed that accountability extends to manufacturers, processors, distributors, and brand endorsers across both urban and rural markets. He urged celebrities and advertising agencies to thoroughly review regulatory guidelines before promoting consumable products, warning that misleading claims across physical or digital media will invite strict penalties, including potential action under organised crime provisions for recurring violations. Beyond tobacco-related concerns, the state FDA continues an active drive evaluating food safety standards across various sectors, demonstrating an unwavering commitment to consumer protection and legal compliance across the supply chain.
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