Tukaram Mundhe, Commissioner of the Maharashtra FDA, has confirmed that Shah Rukh Khan, Ajay Devgn and Tiger Shroff have each responded to the notices issued over their Vimal Elaichi advertisement. Two of the actors sought a hearing, he revealed, and both have now taken place. The regulator says it will be pursuing the matter further.

Tukaram Mundhe on hearings in Vimal Elaichi case

According to ANI, Tukaram Mundhe revealed, “Regarding those notices, responses from all three have come. Two of them had asked for a hearing. Their hearing was finished yesterday, and we are proceeding further.”

Maharashtra FDA’s notices over Vimal Pan Masala ad

The latest development comes weeks after the Maharashtra FDA served show-cause notices on the three actors for featuring in a pan masala advertisement. The regulator alleges the campaign is a case of surrogate advertising for Vimal Pan Masala, which is banned in the state. Shah Rukh, Ajay and Tiger were asked to clarify their roles as brand endorsers and explain why action shouldn’t be taken against them. The authority also demanded endorsement-related records, such as contracts, campaign briefs, payment details and evidence of due diligence.

FDA cites Food Safety and Standards Act against endorsers

The regulator relied on Section 24 of the Food Safety and Standards Act, 2006, the provision covering misleading and deceptive food advertisements. It also cited Section 53, which allows a penalty of up to Rs 10 lakh for those involved in publishing such an advertisement. The FDA maintained that celebrity endorsers can’t wash their hands of responsibility by pointing the finger at the manufacturer or advertiser.

Tukaram Mundhe on due diligence for endorsers

Earlier, Mundhe had noted that advertising norms place accountability on the individual or organisation endorsing a product, and that this includes a duty to carry out due diligence.

Ajay Devgn, Shah Rukh Khan and Tiger Shroff’s Vimal association

For context, Ajay has been associated with Vimal’s campaigns for several years now. Shah Rukh later joined the campaign, while Tiger came on board after Akshay Kumar stepped away from it. Akshay had drawn criticism in 2022 for his association with the brand, after which he apologised, announced that he was withdrawing from the endorsement and said he would donate his fee to a cause.

Ajay Devgn and Shah Rukh Khan on celebrity endorsements

Meanwhile, Ajay had earlier defended his association with Vimal, clarifying that he was endorsing elaichi rather than pan masala. Shah Rukh, too, has commented on celebrity endorsements in the past, saying that if a product is considered harmful, its manufacture or sale should be stopped instead of holding actors solely responsible.