Bollywood's Big Three Under Scrutiny: FDA Calls Out SRK, Ajay Devgn, Tiger Shroff Over Pan Masala Ads

It's a sight we’ve all grown accustomed to, hasn't it? The biggest stars of Bollywood, with their undeniable charm and magnetism, gracing our screens to promote all sorts of products. But what happens when those endorsements tread a thin, almost invisible line, especially when public health is at stake? Well, we’re about to find out, as some of India's most beloved actors – Shah Rukh Khan, Ajay Devgn, and Tiger Shroff – have found themselves directly in the Maharashtra Food and Drug Administration's (FDA) crosshairs.

The issue at hand? Those slick, high-budget advertisements for 'Vimal Elaichi.' While seemingly innocuous, promoting a mere mouth freshener, the FDA isn't buying it. They've sent out formal show-cause notices to these three prominent personalities, strongly suspecting these ads are nothing short of 'surrogate advertising' for 'Vimal Pan Masala' – a product that, let’s be very clear, has been strictly banned across Maharashtra for years now. It's a classic case, perhaps, of trying to sell a banned item by advertising something similar-sounding or visually linked.

For those unfamiliar, the ban on gutkha and pan masala containing tobacco or nicotine in Maharashtra isn’t new; it dates all the way back to 2012. This isn't a temporary measure either; it's a ban that gets extended annually, with its latest official iteration coming into effect on July 13, 2026. So, when the FDA sees these Vimal Elaichi ads featuring major celebrities, they're understandably concerned that they're inadvertently promoting a forbidden substance, sidestepping critical public health legislation. Imagine the influence these stars wield – it’s a powerful tool, and with great power, as they say, comes great responsibility.

And it's not just a slap on the wrist either. The FDA means business. Under Section 24 of the Food Safety and Standards (FSS) Act, 2006, misleading food advertisements are a strict no-go. What's more, Section 53 of the same act outlines hefty penalties, with individuals involved in publishing such ads potentially facing fines of up to a staggering Rs 10 lakh. That’s a significant amount, certainly enough to make anyone sit up and take notice.

But here’s the kicker, the truly serious part of this whole situation: the FDA is actually considering invoking the Maharashtra Control of Organised Crime Act (MCOCA). Yes, MCOCA. This isn't usually associated with advertising infractions, is it? It's typically reserved for dismantling serious organized crime networks. The very fact that the FDA is even contemplating MCOCA highlights just how grave they consider the issue, especially for those organized groups stubbornly involved in the manufacturing, storage, transportation, and sale of these banned products. They’re really cracking down.

The agency isn’t just issuing notices to celebrities, mind you. They've been on a relentless campaign, particularly between May 25 and July 31. During this intense period, the FDA conducted a staggering 658 raids across the state. The results? They seized goods valued at a whopping Rs 15.11 crore, registered 519 First Information Reports (FIRs), arrested a substantial 701 individuals, and even confiscated 78 vehicles. These numbers paint a very clear picture: Maharashtra is serious about eradicating the illicit trade of these banned substances, and they're showing no signs of backing down.

As these Bollywood titans now ponder their responses to the FDA’s notices, the broader conversation around celebrity endorsements and ethical advertising is once again brought into sharp focus. For fans, it’s a moment to reflect on the choices our idols make, and for the industry, it's a stark reminder that even the biggest names aren't immune to accountability when it comes to public health and the law.