‘Violators of Law, Not Just Stars’: Tukaram Mundhe on Shah Rukh Khan, Ajay Devgn, Tiger Shroff over Vimal Ad
The regulator says the ad was surrogate promotion for banned Vimal Pan Masala, and one actor did not respond to the notice, prompting proceedings.
- Maharashtra FDA Commissioner Tukaram Mundhe initiated adjudication and prosecution proceedings against actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over their Vimal Elaichi campaign, which the regulator alleges constitutes surrogate promotion of Vimal Pan Masala, a prohibited product.
- The agency issued show-cause notices on August 11, granting the actors 15 days to respond. Mundhe rejected arguments that responsibility lies with the manufacturer, emphasizing that the Food Safety Act places legal duty on advertisers themselves.
- While two actors submitted replies, one failed to respond, triggering legal action. Mundhe stated that advertisers face liability for due diligence, asserting that claiming responsibility does not lie with endorsers is wrong "not only morally, but legally."
- On September 14, the Delhi High Court dismissed a petition by PB Agro LLP, the master licensee for Vimal Elaichi, seeking to quash the notices. Justice Swarana Kanta Sharma held the court lacked territorial jurisdiction over the matter.
- Violators of the Food Safety Act face penalties of up to ₹10 lakh for misleading advertisements. The case establishes that celebrity endorsers bear legal accountability for promoting products circumventing local bans on prohibited goods.
21 Articles
21 Articles
The pan masala ad controversy has added to the troubles of Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The FDA commissioner stated that celebrity status does not grant them any exemption from the law.
Bollywood Hungama
PressNewsAgencyMaharashtra FDA Commissioner Tukaram Mundhe says, “Shah Rukh Khan, Ajay Devgn and Tiger Shroff not shielded by celebrity status in Vimal ad case”
Maharashtra Food and Drug Administration (FDA) commissioner Tukaram Mundhe has said that the celebrity status of Shah Rukh Khan, Ajay Devgn and Tiger Shroff will not protect them from regulatory action in connection with a Vimal Elaichi advertisement. The three actors were issued show-cause notices by the Maharashtra FDA after the department stated that the advertisement amounted to surrogate promotion of Vimal Pan Masala, a product prohibited i…
FDA Chief Tukaram Mundhe Says Shah Rukh, Ajay Devgn, Tiger Shroff Are ‘Violators Of Law’
Maharashtra FDA commissioner Tukaram Mundhe said Shah Rukh Khan, Ajay Devgn and Tiger Shroff face action over a Vimal Elaichi ad seen as surrogate promotion of banned Vimal Pan Masala.
Tukaram Mundhe says Shah Rukh Khan, Ajay Devgn, Tiger Shroff are violators of the law as he speaks on their elaichi ad row: 'There is a responsibility cast upon the person who is advertising it'
Maharashtra Food and Drug Administration (FDA) commissioner Tukaram Mundhe has made it clear that celebrity status will not prevent Shah Rukh Khan, Aj.
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