Maharashtra FDA Issues Notices to Shah Rukh Khan, Ajay Devgn, Tiger Shroff Over Vimal Elaichi Ad

The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff for their participation in an advertisement promoting Vimal Elaichi. The regulator has alleged that the advertisement amounts to surrogate advertising for Vimal Pan Masala, a product prohibited in the state.

The notices, first reported by The Indian Express, ask the three actors to explain their role in the advertisement within 15 days. The FDA has also directed them to immediately discontinue their association with the campaign, remove related promotional content from their social media accounts, and cease any assistance in its broadcast or dissemination.

The action follows a state order issued on July 13, 2026, prohibiting the manufacture, storage, transport, distribution and sale of Vimal Pan Masala in Maharashtra for one year under Section 30(2)(a) of the Food Safety and Standards (FSS) Act, 2006.

What the FDA alleges

In the notice, the FDA stated that upon examination, the advertisement “prima facie appears” to promote the Vimal brand, which is “mainly associated with Pan Masala.” The regulator noted that the advertisement’s presentation, dialogue, product name and market context raise a “serious question” over whether it constitutes indirect or surrogate promotion of a prohibited tobacco-related product.

The notices cite Section 24 of the FSS Act, which restricts misleading and deceptive food advertisements, and Section 53, which provides for a penalty of up to Rs 10 lakh for anyone who is “party to the publication” of a misleading food advertisement. The FDA has also invoked the Food Safety and Standards (Advertising and Claims) Regulations, 2018.

Documentation sought

The regulator has requested detailed documentation from the actors, including copies of their endorsement agreements, campaign briefs, product information and payment arrangements. It has also asked for details of the advertising agency and brand owner involved, as well as information on where and when the advertisement was broadcast or published.

Additionally, the FDA has sought information on any material connection between the actors and the advertiser. The actors have been asked to explain why legal action should not be initiated against them for the alleged violations.

Legal framework on surrogate advertising

Under the Central Consumer Protection Authority’s 2022 guidelines, a surrogate advertisement is defined as one that promotes a product or service whose advertising is prohibited or restricted by law by presenting it as an advertisement for another product or service whose advertising is permitted.

The Vimal Elaichi advertisement, which features the three actors, is being scrutinised under this framework. The product name and brand association have led the FDA to conclude that the advertisement is likely a cover for promoting Vimal Pan Masala, which falls under the prohibited category.

Datos clave

Key Detail	Information
Regulator	Maharashtra Food and Drug Administration (FDA)
Actors Noticed	Shah Rukh Khan, Ajay Devgn, Tiger Shroff
Product in Question	Vimal Elaichi (alleged surrogate ad for Vimal Pan Masala)
Legal Basis	Section 24 and 53 of FSS Act, 2006; CCPA 2022 guidelines
Maximum Penalty	Up to Rs 10 lakh per individual
Response Deadline	15 days from notice receipt

Broader enforcement context

The action is part of Maharashtra’s ongoing enforcement against gutkha and pan masala products containing tobacco or nicotine. The state has prohibited such products under Section 30(2)(a) of the FSS Act, with the latest prohibition order taking effect on July 13, 2026.

This is not an isolated case. Indian regulators have increasingly targeted celebrity endorsers in cases involving misleading or prohibited advertisements. The 2022 CCPA guidelines explicitly hold endorsers accountable for surrogate advertising, making them liable alongside advertisers and agencies.

Why this matters for marketers and advertisers

For digital marketers, social media managers and advertising professionals in India, this case serves as a significant regulatory signal. Celebrity endorsements for products that could be construed as surrogate advertising for banned categories—particularly tobacco, pan masala and gutkha—carry substantial legal and financial risk.

The FDA’s demand to remove promotional material from social media accounts underscores that digital platforms are not exempt from scrutiny. Brands and agencies must ensure that campaign briefs, product claims and brand associations are carefully vetted against state and central regulations.

The case also highlights the need for clear contractual clauses in endorsement agreements that define product categories and regulatory compliance responsibilities.

What happens next

The three actors have 15 days to submit written explanations and supporting documents to the Maharashtra FDA. Depending on their responses, the regulator may decide to initiate legal proceedings, impose penalties, or close the matter.

The outcome of this case could set a precedent for how Indian regulators handle celebrity involvement in surrogate advertising, particularly for products with health and safety implications.

Source: Social Samosa – https://www.socialsamosa.com/industry-updates/maharashtra-fda-issues-notices-shah-rukh-khan-ajay-devgn-tiger-shroff-vimal-elaichi-ad-12267486