FDA Cracks Down on Bollywood's Pan Masala Ads

Maharashtra's Food and Drug Administration (FDA) has initiated action against prominent Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The actors received show-cause notices a week ago for their alleged roles in surrogate advertising campaigns for a pan masala brand.

FDA Commissioner Tukaram Mundhe clarified that the move aligns with 2018 regulations, which assign equal responsibility to advertisers and product promoters. He stated that endorsing a product requires the celebrity to verify its compliance with FSSAI norms, with potential fines of up to Rs 10 lakh.

The FDA's notice identifies the advertisements as prima facie indirect promotion of prohibited pan masala and tobacco products. The actors are required to respond within 15 days, cease participation in the campaign, and remove associated promotional material from their platforms.

Mundhe stressed that enforcement against manufacturers and sellers is ongoing, with advertising regulations targeting a later stage in the process. He asserted that the action is not selective but a procedural step in implementing food safety standards.