Maharashtra FDA Issues Notices to Actors for Surrogate Advertising

The Maharashtra Food and Drug Administration (FDA) issued show-cause notices on August 11, 2026, to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff for their endorsements of Vimal Elaichi. Commissioner Tukaram Mundhe alleged the campaign constitutes surrogate advertising, using the elaichi brand to indirectly promote pan masala and tobacco-related products, which are prohibited for manufacture, sale, and distribution in Maharashtra.

The FDA termed the notices a final warning, directing the actors to immediately cease their participation in the campaign and remove all promotional materials from digital and social media platforms. The actors have 15 days to provide written explanations and supporting documentation, including endorsement contracts and due diligence records. Potential penalties under the Food Safety and Standards Act and consumer protection laws include fines ranging from Rs 10 lakh to Rs 50 lakh and possible endorsement bans for up to three years.

This regulatory action is part of a broader enforcement drive led by Mundhe against banned gutkha and pan masala. Between May and July 2026, this crackdown resulted in 701 arrests and the seizure of stock valued at Rs 15.11 crore. The FDA has also suspended licenses for various hotels and quick-commerce facilities in Mumbai as part of its wider campaign against food safety violations and misleading advertisements.