SRK, Ajay Devgn, Tiger Shroff Get Show-Cause Notices Over Vimal Elaichi Ad
Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff are reportedly under show cause notice by the Maharashtra Food and Drug Administration (FDA) for the association with one of the advertisements for Vimal elaichi. The FDA alleges that the ad promotes Vimal Pan Masala, a product banned in the state.
The action is part of a broader crackdown by government on gutkha and pan masala products containing tobacco or nicotine.
The report said that the FDA gave the notices to Ajay Devgn at his home in Juhu, Shah Rukh Khan at his home in Mannat, Bandra, and Tiger Shroff production house Tiger Shroff Productions LLP.
The actor has asked for clarification from the regulator about the role they play in the advertisement. The FDA is now looking into whether the Vimal Elaichi campaign establishes a connection between the Vimal Elaichi and the Vimal Pan Masala brand and thus constitutes indirect promotion of the banned product.
The notices reportedly claim on their own the provision under Section 24 of the Food Safety and Standards Act, 2006, on misleading advertisements for food products.
The FDA has also cited Section 53 of the Drugs and Cosmetics Act, 1940, which prescribes a fine of up to ₹10 lakh for anyone who is involved in the making of a misleading advertisement.
The regulators will review the actors’ involvement in the campaign in the context of these provisions.
The action against the actors follows the slamming of Maharashtra FDA for violations in food safety. The action covers gutkha and tobacco/nicotine containing pan masala, which have been banned.
Maharashtra banned the sale of gutkha and pan masala with tobacco or nicotine since 2012 as per the provisions of the Food Safety and Standards Act.
This Vimal Elaichi advertising campaign was also examined by the regulators in 2018. The Directorate General of Health Services had issued a show cause notice to Vishnu Pouch Packaging Pvt Ltd alleging that the campaign had an indirect effect of promoting tobacco products through the celebrity endorsement.
The company contested the notices and argued that it did not produce tobacco product under the Vimal brand for the local market.