The Maharashtra Food and Drug Authority (FDA) has confirmed that three actors have responded to show-cause notices for endorsing paan-masala products, with the regulatory body suspecting surrogate advertising practices. The FDA is invoking food safety laws, including penalties for misleading advertisements, and FDA Commissioner Tukaram Mundhe has emphasized the societal responsibility of celebrities, indicating that legal action will continue.

The Maharashtra Food and Drug Authority (FDA) has confirmed that three actors have responded to show-cause notices for endorsing paan-masala products, with the regulatory body suspecting surrogate advertising practices. The FDA is invoking food safety laws, including penalties for misleading advertisements, and FDA Commissioner Tukaram Mundhe has emphasized the societal responsibility of celebrities, indicating that legal action will continue.

The Maharashtra Food and Drug Authority (FDA) has confirmed that three actors have responded to show-cause notices for endorsing paan-masala products, with the regulatory body suspecting surrogate advertising practices. The FDA is invoking food safety laws, including penalties for misleading advertisements, and FDA Commissioner Tukaram Mundhe has emphasized the societal responsibility of celebrities, indicating that legal action will continue.

The Maharashtra Food and Drug Authority (FDA) commissioner, Tukaram Mundhe, on Wednesday confirmed that three actors responded to show-cause notices sent against them for endorsing paan-masala products. The FDA had issued show-cause notices to celebrities including Shah Rukh Khan, Ajay Devgn and Tiger Shroff for promoting the use of such products.

Two actors have reportedly sought a personal hearing with the regulator. However, the FDA said it will be proceeding with further legal action.

The show-cause notices were sent on August 11, with the regulator explaining that their 2024 ads for Vimal Elaichi could be classified under surrogate advertising, a marketing strategy used to promote legally restricted or banned products such as alcohol, tobacco and pan masala by using a substitute or “surrogate” that shares the same brand identity.

The FDA upheld Section 24 of the Food Safety and Standards Act, 2006, which restricts misleading or deceptive food advertisements. It also relied on Section 53, which allows a penalty of up to ₹10 lakh for publishing such advertisements.

Mundhe has particularly expressed his discontent with the celebrities, challenging them to apply the same standards for themselves and their families.

"If you are advertising paan or gutka, then you should consume it first. Let your children consume it and make it a habit. Then tell everyone else to do it. Why should it work the other way around?" Mundhe told NDTV recently.

He defended the regulatory body’s decision in many interviews, clarifying that celebrity status does not grant immunity from the law.

Mundhe maintains the stance that an endorsement is not just about lending one’s face to a brand. Actors and public figures have to be responsible for the messages they send to society.

Celebrities promoting Vimal Elaichi have been the subject of debate in the past. In 2022, a controversy erupted over Akshay Kumar's association with the brand Vimal Elaichi. Kumar eventually apologised and withdrew from being the face of the brand, saying he would use his fee for a cause. Tiger Shroff replaced Kumar.

Ajay Devgn has previously defended his association with the brand, saying that he was promoting elaichi rather than pan masala.