NEW DELHI: Maharashtra Food and Drug Administration (FDA) commissioner Tukaram Mundhe on Monday warned that the crackdown on advertisements of prohibited items could extend far beyond celebrity endorsers. Mundhe told news agency PTI that “no one will be spared”, a day after issuing notices to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their endorsement of Vimal Elaichi.Responding to a question on whether action would also be taken against companies and platforms, Mundhe said every stakeholder involved in the advertising chain could face scrutiny.“These regulations must be read by everybody who is creating advertisements, publishing them or sponsoring them,” Mundhe said.“As per the regulations, everybody across the chain is responsible. It is applicable to all. Accordingly, they must read the Food Safety and Standards (Advertisements and Claims) Regulations, 2018. Whoever is involved in this will be issued notices and action will be taken against,” the commissioner told PTI.On August 11, the FDA’s Greater Mumbai division issued showcause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their participation in a Vimal Elaichi advertisement that authorities said could amount to indirect promotion of prohibited pan masala and tobacco-related products.The department described the notice as a “final warning” and said the advertisement appeared to violate provisions of the Food Safety and Standards Act, 2006, and related regulations.According to the notice, the use of the “Vimal Elaichi” brand name could create an association with Vimal Pan Masala, potentially misleading consumers and indirectly promoting a prohibited product.The three actors have been directed to immediately stop participating in or endorsing the advertisement and remove related promotional content from their official social media accounts, websites and other digital platforms under their control.The FDA has also asked them not to provide any further assistance in broadcasting, publishing or promoting the campaign in any form.Authorities have sought details of the due diligence conducted by the actors or their representatives before they agreed to endorse the product.
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The notices require the actors to explain whether Vimal Elaichi is an independently marketed product or whether it is being used as a brand extension to promote pan masala or tobacco-related products.The FDA has also sought copies of endorsement agreements, campaign briefs, payment details and information about the advertising agency and the brand owner.In addition, the actors have been asked to provide details of the television channels, digital platforms and social media accounts on which the advertisement was broadcast or published.They have been given 15 days to submit their responses and supporting documents and may also seek a personal hearing.
