MUMBAI: FDA has issued a formal show cause notice to Shah Rukh Khan, Tiger Shroff and Ajay Devgn for their role in advertisements Vimal Elaichi brand, alleging that this is masked to promote Vimal Pan Masala, which is banned in the state.The notice states that the ad is in circulation via YouTube and allied media platforms.The administration added that Vimal Pan Masala is a product prohibited for manufacture, storage, transportation, distribution and sale in Maharashtra under a Prohibition Order issued by FDA commissioner Tukaram Mundhe.They said that using the expression “Vimal Elaichi” creates an association with the prohibited Vimal Pan Masala brand, potentially misleading consumers and serving as an indirect or surrogate promotion of a restricted tobacco-related product.The actors are instructed to immediately discontinue their participation, remove the advertisements from their social media and digital platforms and cease further promotional cooperation.Furthermore, they are required to furnish complete details regarding due diligence, endorsement contracts, distribution channels, and proof of whether Vimal Elaichi is an independent product available for sale.They are also asked to submit a written explanation with supporting documents within 15 days of receiving the notice.“In the event that no explanation is received within the stipulated period, or if the explanation furnished is found to be unsatisfactory, further action may be initiated…,” the notice states.
