Tukaram Mundhe Clarifies FDA Notices to SRK and Ajay Devgn: ‘It’s Their Responsibility’
Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe has clarified that the show-cause notices issued to Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff over a Vimal Elaichi advertisement were not intended to target the actors personally. Mundhe said the action was based on rules governing surrogate advertising and that responsibility extends to both advertisers and promoters.
The Maharashtra FDA had issued notices after examining the advertisement featuring the three actors. The regulator alleged that the campaign could amount to indirect or surrogate promotion of pan masala and tobacco-related products, which are prohibited in Maharashtra. The actors have been asked to explain their role and respond to the notice within 15 days.
Why Were SRK, Ajay Devgn and Tiger Shroff Issued Notices?
Explaining the decision, Mundhe said the relevant Food Safety and Standards (Advertising and Claims) Regulations, 2018 place responsibility not only on manufacturers but also on people who promote or endorse products. He stressed that the FDA is also taking action against manufacturers and sellers and is not singling out celebrities.
Mundhe described the actors as another link in the advertising chain. According to him, if a product or advertisement violates applicable food-safety advertising regulations, those involved in its promotion can also be questioned.
FDA Says Action Is Not About Publicity
The notices generated questions over whether celebrities were being targeted because of their high profiles. Mundhe rejected that suggestion, saying the action was based on the regulatory framework rather than publicity.
The commissioner has previously maintained that “everybody across the chain is responsible”, arguing that manufacturers, sellers, advertisers and endorsers all have obligations under the applicable regulations.
What Does the Notice Mean for the Actors?
The notices do not represent a final finding of guilt. They are show-cause notices, giving Shah Rukh Khan, Ajay Devgn and Tiger Shroff an opportunity to explain their position and provide relevant documents.
Earlier, Mundhe had indicated that if the FDA is not satisfied with the actors' responses, further action could follow, including a possible penalty of up to ₹10 lakh under the relevant provisions.
The controversy also raises broader questions about the responsibility of celebrity brand ambassadors. Legal experts have noted that while the FDA has cited provisions concerning misleading food advertisements, the precise legal responsibility of celebrity endorsers can involve more complicated questions of interpretation.
For now, the actors have been given time to respond. Mundhe's latest clarification makes the FDA's position clear: the regulator says the notices are part of a broader enforcement action against alleged surrogate advertising and are not a personal targeting of Shah Rukh Khan, Ajay Devgn or Tiger Shroff.
