Shah Rukh Khan, Ajay Devgn, Tiger Shroff issued notice by FDA over tobacco ad

Food and Drug Administration (FDA) has issued notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff on Friday for allegedly advertising a chewing elaichi brand in violation of the Food Safety and Standards Act (FSS Act), 2006, as per news agency ANI.

FDA sends notice to Shah Rukh Khan, Ajay Devgn, Tiger Shroff

The actors have come under the FDA’s scrutiny amid its intense crackdown on gutkha and pan masala containing tobacco or nicotine.

According to a report by Indian Express, the FDA is coordinating with the police to invoke the Maharashtra Control of Organised Crime Act (MCOCA) in eligible cases involving organised networks dealing in banned products.

The same report added that the notices allege that the actors’ advertisement for Vimal Elaichi amounts to surrogate advertising for Vimal Pan Masala, a product which is prohibited in the state.

What we know so far

Reportedly, the notices issued this week seek an explanation from Ajay Devgn, Shah Rukh Khan and Tiger Shroff over their role in the advertisement. It is said that the regulator believes that actors' association with the brand could amount to its indirect promotion.

The notices were reportedly sent to Ajay Devgn at his Juhu residence. For Shah Rukh Khan, it was sent at Mannat in Bandra, and for Shroff through his production house in the city, Tiger Shroff Productions LLP.

“Upon examination of the said advertisement, it prima facie appears that the advertisement promotes the Vimal brand, which is mainly associated with Pan Masala, a product prohibited for manufacture, storage, transportation, distribution and sale in the State of Maharashtra for a period of one year, with effect from the date specified in the Prohibition Order dated the 13th July, 2026, issued by the Commissioner of Food Safety, Maharashtra State, under Section 30(2)(a) of the FSS Act, 2006,” reads an excerpt from the notice, as quoted by Indian Express.

Reportedly, the FDA flagged the advertisement’s presentation, dialogue, product name and market context, saying they raise a “serious question” about whether the campaign indirectly promotes a prohibited tobacco-related product. All three actors feature in the advertisement as brand endorsers.

The regulator has reportedly invoked Section 24 of the Food Safety and Standards (FSS) Act, 2006, which prohibits misleading and deceptive food advertisements, along with Section 53, which adds a penalty of up to ₹10 lakh for anyone who is “party to the publication” of a misleading food advertisement. The FDA said the actors’ direct participation as brand endorsers in this case would be examined under the above provisions. It has also cited the Food Safety and Standards (Advertising and Claims) Regulations, 2018, and asked all three actors to respond to the notices.

Shiv Sena Spokesperson reacts

Reacting to the FDA notices to the celebrity brand ambassadors, Shiv Sena Spokesperson Shaina NC told ANI, "We all know how hazardous gutka and pan masala are to health. Our own leader, Eknathji Shinde, met with the FDA Commissioner, Tukaram Munde ji, a few days ago. And I think that every step taken in the right direction should be viewed as a decision in the public interest. This is not about celebrities endorsing causes, but this is about them being role models in society and thinking and projecting the correct views for the people to follow."