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The Maharashtra Food and Drug Administration (FDA) has intensified its scrutiny over surrogate advertising involving high-profile Bollywood celebrities. FDA Commissioner Tukaram Mundhe recently confirmed that top stars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff have yet to submit their official replies to the show-cause notices issued to them over their involvement in an endorsement campaign for Vimal Elaichi. The regulatory body flagged the promotional campaign as indirect or surrogate advertising for prohibited pan masala and tobacco products under the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The notice, which served as a final warning with a strict 15-day deadline to respond, instructed the actors to immediately halt their association with the campaign and remove all related promotional material from their official social media handles and digital platforms. Additionally, the authority asked them to submit contract agreements, campaign briefs, and financial details linked to the brand endorsement.
Addressing queries about whether the regulator was singling out A-list stars for attention, Commissioner Tukaram Mundhe clarified that the action is purely regulatory and rooted in law rather than personal discretion or seeking publicity. He emphasized that food safety regulations place equal responsibility on both advertisers and endorsers to ensure that any commercial claims made are truthful and not misleading. Since pan masala manufacturing and sales face strict prohibitions in Maharashtra, using identical brand identities for cardamom or mouth fresheners creates surrogate associations that misguide consumers. Mundhe noted that enforcement is actively taking place against manufacturers and sellers as well, but celebrity promoters remain an accountable link in the advertising chain who can face penalties of up to Rs 10 lakh or mandatory withdrawal of campaigns if found in violation. As the deadline approaches, the FDA has warned that failure to provide a satisfactory response will lead to further legal action without additional notices.
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