Mumbai: The three film stars and celebrities — Shah Rukh Khan, Ajay Devgn, Tiger Shroff — who came under radar for surrogate and indirect advertisements of Vimal brand pan masala and elaichi brands, are yet to respon…

Mumbai: The three film stars and celebrities — Shah Rukh Khan, Ajay Devgn, Tiger Shroff — who came under radar for surrogate and indirect advertisements of Vimal brand pan masala and elaichi brands, are yet to respond to the notices of the Food and Drug Administration (FDA). The show cause notice, issued on 11 August, gave them 15 days  time from the date of receipt to submit a written explanation.When asked, FDA Commissioner Tukaram Mundhe said: “Not yet, so far they have not responded to the notices.”Asked what action the FDA would take, Mundhe said that the it has been mentioned in the notice. “Its there in that notice,” he added and refused to go into detail. In Maharashtra, gutkha and pan masala containing tobacco or nicotine are prohibited since 2012. The FDA has  been cracking down on gutkha sales and is coordinating with police to invoke the Maharashtra Control of Organised Crime Act (MCOCA). In the notice, it was pointed out that Section 24 of the Food Safety and Standards Act, 2006, provides for restrictions on advertisement and prohibition as to unfair trade practices relating to food, and prohibits advertisements which are misleading or which contravene the provisions of the FSA Act and the Rules and Regulations. FDA suspends licences of five food outlets on Mumbai Cricket Association premisesIn the notice, the actors have been asked to submit a written explanation in person or through a duly authorised representative along with necessary documents.The notice states that if the explanation is not received within the stipulated or is found to be unsatisfactory, action would be initiated under FSSA and the Rules and Regulations thereunder without further notice or reference.So far, neither of the three actors – Shah Rukh Khan, Ajay Devgn, Tiger Shroff – made any statement or clarifications themselves or through their representatives.The notice reads: “It has come to the notice of this office that advertisements relating to the Vimal brand pan masala / elaichi have been disseminated through various television channels, digital media, social media platforms and other promotional media. It is observed that you have participated in the said advertisement as a brand endorser. Considering the nature of the advertisement, the brand’s identity, its presentation, visual elements, dialogue, product name, the market identity of the brand and the context in which the advertisement is presented, a serious question arises as to whether the said advertisement amounts to indirect, surrogate or other forms of promotion of a prohibited/restricted tobacco-related product.”

Source: Deccan Herald