Shah Rukh Khan, Ajay Devgn, Tiger Shroff Face Maharashtra FDA Notice Over Vimal Elaichi Ad

New Delhi: Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff have been issued with show cause notices by Maharashtra Food and Drug Administration (FDA) for their advertisement of Vimal Elaichi.

What did FDA say?

The FDA stated that the ad could be “indirect or surrogate” promotion of banned pan masala and tobacco products.

The name “VIMAL Elaichi” used in the advertisement makes the advertiser believe that the product is associated with the Vimal Pan Masala brand, the notice said. This may lead to consumer confusion and thereby indirectly encourage the use of a banned product, the department said.

The notice, issued by the FDA, was a “final warning” and the advertisement seemed to be misleading and violated provisions of the Food Safety and Standards Act, 2006 and related regulations, it said.

Were actors requested to discontinue the promotion of ad?

The FDA has asked the three biggest stars of the film industry to cease their involvement in or endorsement of the Vimal Pan Masala/Elaichi advertisement right away.

They've also been requested to remove the promotional material from their official social media, websites and other digital platforms under their command.

The actors are directed not to assist in any way at all in broadcasting, publishing or promoting the advertisement in any manner whatsoever.

The FDA has also requested information about the checks by the actors or their agency conducted prior to the actors' participation in the campaign.

Did FDA asked for more information on Vimal Elaichi?

The action was initiated after the department had examined the Vimal Elaichi advertisement, which was being aired on television, digital platforms, social media and other promotional media.

The Vimal brand is strongly identified with pan masala in Maharashtra, where use of pan masala is prohibited as it contains banned ingredients, the FDA said.

The actors were requested to submit documents to prove Vimal Elaichi is an independent product which is available in the market or it is being functioned and used as surrogate or brand-extension advertisement for Vimal pan masala or tobacco-related products.

They are also seeking to provide information about their endorsement commitments, campaign notes, information about what they are promoting, payments and other arrangements, and details of the advertising agency and brand owner involved.

The notice also requests information regarding the television channels, digital platforms, social media and other media upon which the advertisement was placed or aired and the time period in which the advertisement was aired.

Did actors get 15 days to respond?

The actors are given 15 days to provide written explanations and supporting documents from the date of the notice. They may also make a request for a personal hearing, either in their own name or via a representative.

If that is not done by the deadline, or if the explanation is deemed inadequate, additional steps may be taken without a second notice, the FDA said.

The dance sequence is based on an order banning it by the Food Safety Commissioner of Maharashtra under the Food Safety and Standards Act, dated July 13. The order lasts for one year and applies to certain tobacco, nicotine and areca-nut-containing prohibited food products.