Bollywood actors Shahrukh Khan, Ajay Devgan, and tiger Shroff have received show-cause notices from the Tukaram Mundhe-led Maharashtra food and drug administration FDA for there involvement as brand endorsers in an advertisement for Vimal Elaichi, an alleged tobacco product. This incident came following raids on hotels and canteens of government establishments.
According to the FDA, the ad can be an indirect or surrogate marketing of items linked to tobacco and pan masala that are forbidden.
They have 15 days from the date of receipt of the show-cause notice to provide a written explanation. The FDA cautioned that additional action maybe taken in accordance with relevant legislation if no explanation is provided or if it is determine to be inadequate.
In accordance with the Food safety and standards Act (FSS Act), 2006, and associated regulations the notification was issued on 11th August 2026.
What data has the FDA requested?
The actors are ask to submit documents of their endorsement contracts, marketing briefs, product specifics, and payment or endorsement arrangements.
Additionally they have been Required to give information on the brand owner and advertising agency participating in the campaign. They also told to describe the deu diligence they or their agencies carried out before to consenting to appear in the commercial.
The FDA has requested information on the digital platforms, social media sites, television networks and other media outlets. Anywhere the commercial was published or broadcasted. The request include as well as the time frame in which it was distributed.
Additionally the actors have been required to submit documentation. Documentation demonstrating whether Vimal elaichi is a stand alone product that is genuinely for sale. Or whether it is a brand extension or surrogate message used to advertise Vimal Pan masala or tobacco related goods.
What will happen to the three actors Next?
After receiving the warning, the three actors have 15 days to provide written justification and supporting documentation. Additionally they have the option to request a personal hearing directly or through an approved agent.
The notification request and explanation of why the claimed infractions should not be the subject of legal action. The FDA has issued a warning. The warning says it may take action without sending another notice if an explanation is not provided within allotted time. They can also take action if they think it is deemed inadequate.
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