Mumbai: Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff have been issued show-cause notices by Maharashtra’s Food and Drug Administration (FDA) for their involvement in a Vimal Elaichi advertisement. The state authorities allege that the ad may indirectly promote pan masala, which is banned in Maharashtra.

According to United News of Bangladesh, the actors appeared in the advertisement in 2024. Maharashtra Food Safety Commissioner Tukaram Mundhe issued the notices on August 11, instructing the actors to cease their participation in the campaign and to remove related promotional content from their social media accounts. The nine-page notice highlights concerns that the Vimal brand, primarily linked with pan masala, could mislead consumers or indirectly promote a banned product.

Mundhe stated that the use of ‘Vimal Elaichi’ in the ad might establish a connection with the Vimal pan masala brand, potentially misleading consumers. The notice further notes that if the Vimal brand for elaichi or similar products is intended to maintain or strengthen its link with pan masala, the campaign could be considered surrogate promotion of a restricted product.

The FDA has requested the actors to submit complete copies of their endorsement agreements, campaign briefs, payment details, and any documents showing due diligence before joining the campaign. This action is based on consumer protection laws and Maharashtra’s pan masala prohibition. Authorities warn that misleading endorsements could lead to fines between Rs 10 lakh and Rs 50 lakh, with endorsers potentially barred from promoting products for up to three years.

Mundhe has been at the forefront of efforts against the manufacture and sale of gutka and other banned tobacco products in Maharashtra. This action is the latest in a series of controversies involving Bollywood stars and the Vimal Elaichi campaign.

In 2022, actor Akshay Kumar faced criticism for appearing in a Vimal Elaichi advertisement alongside Shah Rukh Khan and Ajay Devgn. Kumar later apologized, stating he did not endorse tobacco products and would withdraw from the campaign. He pledged to donate his endorsement fee to charity and assured to be more cautious with future endorsements.