Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe has said that Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff could face a fine of up to Rs 10 lakh if their responses to recent show-cause notices over a chewing elaichi advertisement are found unsatisfactory. The notices were issued after the FDA flagged the advertisement as a possible violation of food safety norms.
FDA Commissioner Tukaram Mundhe explains rules on surrogate ads
Speaking to ANI, Tukaram Mundhe stressed that strict regulations are in place against misleading advertisements and said that violations must have consequences.“We were observing and examining this. You can say that this comes a little later, but better late than never. We are working, and there should indeed be some impact. There are regulations for all such surrogate, false and misleading ads… No surrogate and misleading ads can be made. There are restrictions on it, and they are prohibited. Legal action can be taken,” he said.
What happens if the actors’ responses are unsatisfactory?
When asked about the possible consequences for the three actors, Mundhe said the notices could lead to a financial penalty. “This invites a fine up to Rs 10 lakh in the first stage,” he said.He added that if the actors’ responses are not found satisfactory, further action could be initiated under applicable food safety laws. “If we are still not satisfied, action will be taken under FSSAI Act’s clauses about prohibited items,” Mundhe said.
Why was there a delay in issuing the notices?
Addressing questions about the timing of the notices, Mundhe acknowledged that the action came later than it might have, but defended the department’s decision to proceed with the matter.He said the FDA had been observing and examining the issue and maintained that taking action, even at a later stage, was preferable to allowing potentially misleading advertising to go unchecked.
Details of the notices issued to Shah Rukh Khan, Ajay Devgn and Tiger Shroff
The Maharashtra FDA had earlier issued notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their advertisement for a chewing elaichi brand, stating that it may violate provisions of the Food Safety and Standards Act, 2006, and its amended rules.The notices, issued on Friday, August 14, asked the three actors to explain their role in the advertisement and their association with the brand.According to the FDA, the advertisement could amount to indirect promotion of a brand primarily associated with pan masala. The notices were delivered to Ajay Devgn at his residence in Juhu, Shah Rukh Khan at Mannat in Bandra and Tiger Shroff through his production house, Tiger Shroff Productions LLP.
FDA’s wider crackdown on pan masala and gutka
The action comes as part of the Maharashtra FDA’s intensified checks on gutka and pan masala products containing tobacco or nicotine. The regulator also referred to a state government order banning the manufacture, storage, transportation, distribution and sale of such products in Maharashtra for one year, effective from July 13, 2026.The latest action is part of a broader enforcement drive by the FDA across the state. The campaign has also included inspections and seizures related to adulterated milk, food safety violations at restaurants, junk food sold near schools and the sale of banned gutka and tobacco-laced pan masala products.
