In Brief
- Maharashtra FDA Commissioner Tukaram Mundhe challenged actors endorsing pan masala brands to first let their own families consume the products.
- The remarks follow show-cause notices issued to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding a Vimal Elaichi ad campaign.
- The FDA confirmed that all three actors submitted formal responses, with two completing personal hearings as authorities review potential surrogate advertising violations.
Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe sharply criticized high-profile celebrities endorsing pan masala and gutka brands, arguing that public figures must exercise basic ethical responsibility and due diligence before accepting commercial partnerships. Speaking on the issue, Mundhe stated that actors endorsing such products should first be willing to consume them personally and give them to their own children and family members before asking the public to adopt the habit.
The statements follow regulatory action by the Maharashtra FDA, which issued show-cause notices to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff under Sections 24 and 53 of the Food Safety and Standards Act, 2006. The notices allege that advertisements for Vimal Elaichi constitute surrogate marketing for Vimal Pan Masala, a product category prohibited from manufacture, distribution, and sale in Maharashtra. Mundhe confirmed that written responses have been received from all three actors, and personal hearings requested by two of the stars were completed as the agency determines potential financial penalties or further regulatory action.
