Shah Rukh Khan, Ajay Devgn, and Tiger Shroff Face Action from Maharashtra FDA Over Controversial Vimal Elaichi Advertisement

In a significant development, prominent Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff have been issued show-cause notices by the Maharashtra Food and Drug Administration (FDA) regarding their endorsement of Vimal Elaichi. This action comes amid allegations that the advertisement indirectly promotes Vimal Pan Masala, a product that is banned in Maharashtra due to health concerns.

The FDA’s notice highlights that the actors’ promotion of Vimal Elaichi may mislead consumers by establishing a connection to Vimal Pan Masala, which has been prohibited in the state since 2012 under the Food Safety and Standards Act. The ban, aimed at curbing the health risks associated with tobacco and nicotine consumption, is renewed annually, with the latest order issued on July 13 by the state food safety commissioner.

This recent step by the Maharashtra FDA is part of a broader initiative to enhance food safety measures across the state. The agency has been intensifying its efforts to address issues related to food adulteration, the sale of unhealthy food products near educational institutions, and the manufacturing and distribution of banned substances like gutka and tobacco-laden pan masala.

In the notice dated August 11, the FDA stressed that the association of Vimal Elaichi with the banned pan masala brand could lead to consumer confusion and undermine public health regulations. The actors, identified as brand endorsers, have been given a period of 15 days to respond with documentary evidence supporting their case against the allegations.

This incident raises important questions about the responsibilities of celebrity endorsers in promoting health-sensitive products. As public figures, actors like Khan, Devgn, and Shroff wield considerable influence over their audiences. The FDA’s action serves as a reminder of the need for responsible advertising practices, particularly in the context of products that could potentially harm public health.

Source: scroll.in