The Food and Drug Administration instructed the involved brand and actors to take down advertisements across all media platforms and submit detailed contractual agreements. Authorities are requiring documentation to prove that the promoted elaichi exists as an authentic, standalone retail product rather than a front for banned pan masala. Despite the recent court petition, administrative enforcement will advance toward a formal adjudication case led by the joint commissioner.
Key points
Regulators are enforcing strict liability on celebrity endorsers linked to surrogate adve…: Regulators are enforcing strict liability on celebrity endorsers linked to surrogate advertising for banned smokeless tobacco products.
Ongoing regulatory proceedings will continue as planned unless the Bombay High Court issu…: Ongoing regulatory proceedings will continue as planned unless the Bombay High Court issues an order directing otherwise.
Endorsers and manufacturers must produce contractual proof demonstrating that the adverti…: Endorsers and manufacturers must produce contractual proof demonstrating that the advertised elaichi product sells independently of tobacco.
Sources checked by our analysis pipeline: 1
MUMBAI: State FDA commissioner Tukaram Mundhe on Friday said that actor
Ajay Devgn has approached Bombay High Court months after he was served a show-cause notice over his role in promotional advertisements for surrogate pan masala ads for the Vimal Elaichi brand.
His statement comes months after FDA’s notice, which was also issued to actors
Shah Rukh Khan and
Tiger Shroff for featuring in the brand advertisements. When the notices were served, the brands as well as the actors were asked to get the ads removed from all media platforms and provide explanations.
There have not been any public statements by the actors regarding the show-cause notices.
Speaking to the press, Mundhe said, “Hearings have been completed by the assistant commissioner. She will be filing an adjudication case before the joint commissioner by next week; the adjudication process will hence begin.”
He said even despite Devgn’s case in court now, the proceedings will continue as per the rules until any further directions from the court.
The actors were asked to furnish complete details regarding endorsement contracts, distribution channels, and proof…
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