Elaichi Ad Controversy: FDA Commissioner Tukaram Mundhe Initiates Legal Action Against Shah Rukh Khan, Ajay Devgn, and Tiger Shroff Maharashtra FDA Commissioner Tukaram Mundhe has launched legal action against actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over a misleading Vimal Elaichi advertisement, with prosecution underway for one actor who failed to respond. The Maharashtra Food and Drug Administration (FDA) Commissioner, Tukaram Mundhe, has taken a firm stance against prominent Bollywood stars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The action follows a controversial advertisement campaign for Vimal Elaichi, which is accused of misleadingly promoting pan masala, a prohibited product in the state of Maharashtra. Commissioner Mundhe made it clear that while these individuals might be massive celebrities for the general public, from a legal perspective, they are strictly endorsers who are bound by the law, and necessary legal proceedings will be initiated against them. Surrogate Advertising and Show-Cause Notices The controversy revolves around the promotion of Vimal Elaichi, which allegedly serves as a surrogate advertisement to bypass the ban on pan masala in Maharashtra. The Food and Drug Administration's Greater Mumbai Division had originally issued show-cause notices to the three actors on August 11, raising questions over their endorsement of the product. Soon after taking charge, Commissioner Tukaram Mundhe accelerated the process, giving the stars a strict 15-day window to respond and explain their participation in the promotional campaign. Legal Action Initiated Against Non-Responding Actor Providing an update on the status of the notices, Commissioner Mundhe revealed that while two of the actors had submitted their official responses, one actor had failed to reply within the stipulated time. Consequently, the FDA has initiated legal proceedings and prosecution against the non-responding actor. While the legal process has officially commenced, the Commissioner chose not to disclose the specific name of the actor who is now facing prosecution for ignoring the government notice. Actors Cannot Evade Responsibility, Says Commissioner In their defense, the two actors who responded reportedly attempted to deflect the blame, placing the entire onus of the advertisement on the manufacturing company, Vimal. They claimed they had no direct role in the product's formulation or business practices. However, Commissioner Mundhe rejected this line of reasoning, emphasizing that an individual promoting a product cannot escape accountability. He stated that any person endorsing a brand is legally required to exercise due diligence and be fully aware of the nature and legality of the product they are showcasing. Mundhe stated in an interview that no celebrity is above the law. According to him, being a celebrity increases their responsibility towards society because millions of people use products after seeing their advertisements. Thus, promoting restricted products through misleading ads is a direct violation of the law. Legal Provisions and Accountability Under the 2018 Act Mundhe highlighted the provisions of the Food Safety and Standards Regulations, 2018, noting that the Food Safety Act explicitly outlines the joint responsibility of both the manufacturing entity and the endorsing individual or agency. The regulations mandate that anyone endorsing a product must ensure the truthfulness of the claims made in the advertisement. If a promotion is found to be misleading or promoting a restricted substance under a different guise, the endorser is held equally liable. The Commissioner reiterated that the law applies universally, and no individual, regardless of their star status, will be given special treatment. What this means for you This regulatory action will have a major impact on consumers and advertisers alike. • Across India: The accountability and credibility of celebrity endorsements will become much stricter going forward. Celebrities will now have to conduct thorough due diligence before promoting any misleading or banned products, protecting consumers from deceptive marketing. • In Maharashtra: The state government is keeping a close eye on surrogate advertisements for banned pan masala products. Brands violating health-related regulations in Mumbai and across Maharashtra, along with the stars promoting them, could face heavy penalties and legal action. Why this happened This enforcement action was triggered by the misleading promotion of banned pan masala under the guise of cardamom and the subsequent ignoring of government notices. • Ban on Surrogate Advertising: Pan masala is banned in Maharashtra, but manufacturing companies often promote it under the guise of cardamom. The FDA has taken a strict stance to curb this misleading advertising method. • Ignoring the Show-Cause Notice: The Greater Mumbai Division of the FDA had sent show-cause notices to all three actors on August 11. Since one actor failed to respond within the stipulated 15-day period, the department initiated prosecution proceedings against them. • Violation of Endorser Responsibility: Under the Food Safety and Standards Regulations, 2018, both the manufacturing company and the brand ambassador share legal accountability. The actors' defense of deflecting all blame onto the company was rejected because they are legally responsible for the products they endorse. Questions & Answers 1. Which actors has FDA Commissioner Tukaram Mundhe taken action against? Mundhe has taken action against Shah Rukh Khan, Ajay Devgn, and Tiger Shroff for either failing to respond to notices or endorsing misleading advertisements. 2. What are the allegations against these actors? They are accused of misleadingly promoting pan masala, a prohibited substance in Maharashtra, under the guise of advertising Vimal Elaichi. 3. Which actor is facing prosecution for not responding to the notice? The FDA Commissioner has kept the name of the non-responding actor confidential, but legal prosecution has officially been initiated against them. 4. What defense did the actors present in their response? The two actors who replied placed the entire blame on the manufacturing company and claimed they were not responsible for the endorsement. 5. What are the rules under the Food Safety and Standards Regulations, 2018? Under this regulation, both the manufacturer and the endorser of any food or health product share equal legal responsibility for the advertisement. https://trendkia.com/en/bollywood/ilayachi-vijnapana-vivada-shah-rukh-khan-ajay-devgn-aura-tiger-shroff-para-bharaka-uthe-fda-kamishnara-tukaram-mundhe-shuru-hui-ka-33195 TrendKia — Har trend, sabse pehle.