MUMBAI, August 18, 2026 —
Maharashtra FDA notices issued to Shah Rukh Khan, Ajay Devgn and Tiger Shroff have intensified scrutiny over surrogate advertising, with Food and Drug Administration Commissioner Tukaram Mundhe making it clear that every person involved in an advertisement can be held accountable. The tough regulatory message comes as Maharashtra steps up enforcement against alleged misleading promotions and food-safety violations across the state.
The latest action centers on the celebrities’ association with a Vimal Elaichi campaign that is being examined by the Maharashtra Food and Drug Administration. Authorities are looking into whether the advertisement could amount to indirect promotion of a prohibited pan masala or tobacco-linked product through surrogate branding.
FDA Chief Takes Tough Position
Commissioner Tukaram Mundhe said the law applies across the entire advertising chain and that no individual will be treated differently because of celebrity status or influence.
According to Mundhe, anyone involved in creating, publishing, sponsoring or promoting an advertisement is expected to comply with the applicable rules. He stressed that all parties connected to a campaign can come under scrutiny if the content is found to violate regulatory standards.
His remarks underline the FDA’s view that responsibility does not stop with the manufacturer alone.
Why the Actors Received Notices
The matter came into focus after Maharashtra FDA issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff for appearing as brand endorsers in the Vimal Elaichi advertisement.
The regulator suspects the campaign may amount to surrogate advertising, where a legally marketable product is used to indirectly promote another product category that faces restrictions or prohibition on direct advertising.
In this case, the FDA is examining whether the elaichi branding functions as an indirect extension of a pan masala or tobacco-linked brand identity.
What the Regulator Is Examining
Mundhe said the case is being looked at under food-safety rules related to advertising and misleading claims. He noted that the regulatory framework covers all promotional material, whether it appears in print, electronic media, digital platforms or on social media.
The key issue is whether any representation directly or indirectly suggests something that is not fully truthful or may mislead consumers.
The commissioner also urged advertisers and endorsers to review the relevant FSSAI regulations carefully before participating in promotional campaigns.
Rules Linked to FSSAI Advertising Standards
The FDA chief said the case relates to the implementation of Food Safety and Standards regulations dealing with advertising and claims. These rules came into force in 2019 and require that food-related advertisements and product claims remain truthful, clear and non-misleading.
He made it clear that anyone endorsing or promoting a product must comply with these standards. If irregularities are found, the regulator can proceed against the individuals or businesses involved.
What Happens if There Is a Violation?
Mundhe said parties found to be in violation of the rules will be served notices and asked to explain why action should not be taken against them.
That means the current notices are part of a legal process that gives the recipients an opportunity to respond before any further regulatory action is considered.
At this stage, the case remains under examination, and the regulator will review responses and documents before deciding the next step.
Wider Crackdown Across Maharashtra
The celebrity ad scrutiny comes amid a broader food-safety and compliance drive by the Maharashtra FDA.
The agency has recently conducted raids and inspections covering quick-commerce outlets, hotels, restaurants, eateries and online food platforms. The department has also taken action in cases involving storage, hygiene and expired stock.
In one significant step, the FDA suspended the license of a Parle Agro warehouse in Chembur after expired stocks of products such as Frooti, Appy and Appy Fizz were allegedly found there.
Action Against Online Food Businesses
The regulator has also targeted food businesses linked to online delivery and quick-commerce services. Establishments associated with Blinkit, Zepto and Instamart were among those that came under regulatory action over multiple food-safety and hygiene concerns.
On August 13, the Maharashtra FDA inspected 86 establishments involved in selling and delivering food through online platforms across the state. During the drive, it issued 60 improvement notices and ordered one establishment to temporarily suspend operations.
These inspections show that the regulator is not limiting its focus to celebrity advertising but is widening enforcement across the food and consumer ecosystem.
Why This Case Matters
The notices sent to three major Bollywood stars signal that celebrity endorsements are likely to face much deeper regulatory scrutiny in the future.
For brands, the development is a reminder that campaigns involving products linked to sensitive or restricted categories can attract official attention, even when the promoted product itself is legally marketable.
For celebrities and influencers, the case reinforces the importance of due diligence before endorsing a product or brand.
For consumers, the larger takeaway is that regulators are trying to tighten oversight over promotional claims and ensure that advertisements do not mislead the public.
As the Maharashtra FDA continues its broader compliance drive, the surrogate advertising case involving Shah Rukh Khan, Ajay Devgn and Tiger Shroff is expected to remain in focus.
