Tukaram Mundhe Breaks Silence on Targeting Shah Rukh Khan, Ajay Devgn and Tiger Shroff Over Pan Masala Ad

Maharashtra FDA Commissioner Tukaram Mundhe has clarified why Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff were served notices over a Vimal Elaichi advertisement. He said the action was not personally targeted at the actors and that celebrity endorsers also have a responsibility for the products they promote.

Why Did Shah Rukh Khan, Ajay Devgn and Tiger Shroff Receive FDA Notices?

The controversy began after the Maharashtra Food and Drug Administration (FDA) issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearance in an advertisement for Vimal Elaichi.

According to the FDA, the advertisement appeared to be an indirect or surrogate promotion of pan masala and tobacco-related products. The three actors have been given 15 days to respond to the notices.

The action has triggered a debate among fans and social media users, with many questioning why celebrities were being targeted instead of only the companies behind such advertisements.

Tukaram Mundhe Says Actors Also Have Responsibility

Addressing the controversy, FDA Commissioner Tukaram Mundhe said that the action was not aimed specifically at Shah Rukh Khan, Ajay Devgn or Tiger Shroff.

Mundhe explained that when celebrities endorse a product, they also carry a certain level of responsibility. He referred to the Food Safety and Standards (Advertising and Claims) Regulations, 2018, which deal with responsibilities connected to advertising and endorsements.

He further indicated that the FDA’s action is part of a broader approach against surrogate advertising and is not simply an attempt to gain publicity by targeting famous Bollywood personalities.

FDA Action Is Not Limited to Celebrities

Tukaram Mundhe also clarified that the FDA has not taken action only against the actors.

According to him, action is also being taken against manufacturers and sellers, while the celebrity endorsers are another part of the regulatory process. He described the celebrities as the “third link” in the chain of action.

This means the controversy is not restricted to Bollywood stars. The FDA is also examining the companies and distribution side connected with such products.

What Did the FDA Notice Say?

The FDA’s show-cause notices reportedly state that the advertisement appears, at first glance, to be an indirect promotion of prohibited pan masala and tobacco products.

The actors have been asked to explain their involvement within 15 days. The notices have also been described as a final warning.

The FDA has asked the celebrities to stop their participation in the advertisement and remove related promotional material from their social media accounts, websites and other digital platforms. They have also been directed not to participate in further publication, broadcast or promotion of the advertisement.

The Bigger Debate Around Celebrity Endorsements

The controversy has once again raised questions about the responsibility of celebrities when they promote consumer brands.

Bollywood stars often have millions of followers, which gives their advertisements enormous reach. Because of this, regulators have increasingly focused on whether celebrities should be held accountable when advertisements are alleged to indirectly promote products that are restricted or prohibited.

The case involving Shah Rukh Khan, Ajay Devgn and Tiger Shroff could therefore become another important discussion around celebrity endorsements, surrogate advertising and public health.

What Happens Next?

The three actors now have to respond to the Maharashtra FDA notices within the specified 15-day period. The regulator will then consider their explanations as part of the proceedings.

For now, Tukaram Mundhe’s clarification makes one thing clear: according to the FDA commissioner, the action was not about personally targeting Bollywood stars. Instead, the focus is on the responsibility of everyone involved in advertising products that may be linked to prohibited pan masala or tobacco promotion.

Key Takeaway

The Tukaram Mundhe vs Shah Rukh Khan, Ajay Devgn and Tiger Shroff controversy has brought the issue of surrogate pan masala advertising back into the spotlight. With the actors asked to respond to the FDA notices, all eyes are now on what they say and what action the Maharashtra FDA takes next.

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