Ajay Devgn, Shah Rukh Khan and Tiger Shroff (R) File photoNEW DELHI: Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their advertisement for Vimal Elaichi. The FDA said the advertisement may amount to “indirect or surrogate” promotion of prohibited pan masala and tobacco-related products.

According to the notice issued by the FDA’s Greater Mumbai division on August 11, the use of the name “VIMAL Elaichi” in the advertisement appears to create an association with the Vimal Pan Masala brand. The department said this could mislead consumers and indirectly promote a prohibited product.

The FDA described the notice as a “final warning” and said the advertisement appeared to be misleading and contrary to provisions of the Food Safety and Standards Act, 2006, and related regulations. Actors asked to stop promoting adThe FDA has directed the three leading film-stars to immediately stop participating in or endorsing the Vimal Pan Masala/Elaichi advertisement.

They have also been asked to remove the promotional content from their official social media accounts, websites and other digital platforms under their control. The actors have been told not to provide any further assistance in broadcasting, publishing or promoting the advertisement in any form.

The FDA has also sought details of the checks carried out by the actors or their agencies before they agreed to the campaign. FDA seeks details of Vimal ElaichiThe action followed the department’s examination of the Vimal Elaichi advertisement, which was being shown on television, digital platforms, social media and other promotional media.

The FDA said the Vimal brand is strongly associated with pan masala in Maharashtra, where pan masala containing prohibited substances is banned. The actors have been asked to provide documents showing whether Vimal Elaichi is an independent product actually available in the market or whether it is being used as a surrogate or brand-extension advertisement for Vimal pan masala or tobacco-related products.

They have also been asked to submit details of their endorsement agreements, campaign briefs, product information, payments and other arrangements, along with details of the advertising agency and brand owner involved. 15 days to respondThe actors have 15 days from the date they receive the notice to submit written explanations and supporting documents.