FDA Chief Defends Notices to SRK, Ajay Devgn Over Pan Masala Ads

Maharashtra Food and Drug Administration Commissioner Tukaram Mundhe has pushed back against claims that the FDA singled out Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff for publicity, insisting that celebrities endorsing food and beverage-linked products carry legal accountability under existing safety rules. The three actors were sent show-cause notices over their association with a pan masala brand’s promotional campaign, which regulators say amounts to surrogate advertising for a banned product.

Rule Applies Equally to Promoters, Mundhe Says

In an interview on a YouTube channel, Mundhe clarified that the action stems from the Food Safety and Standards (Advertising and Claims) Regulations of 2018, which has been enforced since 2019. He noted that the framework holds advertisers and promoters equally responsible for ensuring that promotional content is accurate and not misleading, and stressed that the decision was not based on his personal judgment but on established law.

Manufacturers and Sellers Also Under Scrutiny

Mundhe further clarified that the FDA’s action is not limited to the celebrity endorsers. Manufacturers and sellers linked to the campaign are also facing scrutiny, he said, countering the perception that the department targeted only high-profile names to grab headlines.

Under the regulations, violations can attract penalties of up to Rs 10 lakh. The notices direct the actors to take down the promotional material, disclose details of their endorsement agreements, and stop any further involvement with the campaign. The case has reignited debate around celebrity accountability in advertising, particularly for products that skirt bans through indirect or “surrogate” promotion tactics.