The Maharashtra Food and Drug Administration’s (FDA) recent show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their Vimal Elaichi advertisements have brought renewed attention to the Bollywood stars’ earlier comments on endorsing products linked to health concerns, writes The Indian Express.
The FDA issued notices to the three actors on 16 August, alleging that the Vimal Elaichi advertisements could amount to surrogate promotion of Vimal Pan Masala, a prohibited tobacco product.
The actors have been asked to explain their association with the advertisements.
While the three have yet to publicly respond to the notices, their previous remarks on controversial brand endorsements have resurfaced.
Shah Rukh Khan has not directly addressed the latest FDA action.
However, he previously spoke about his approach to endorsing products that are legally available in the market.
In an interview with journalist Karan Thapar on CNN-IBN, the actor was questioned about celebrities promoting products such as soft drinks despite concerns over their impact on health.
Shah Rukh argued that if a product is considered harmful, authorities should stop its production and sale rather than holding celebrities responsible for promoting it.
His argument was that actors earn through their work and that the responsibility for regulating potentially harmful products lies with the authorities.
Ajay Devgn also defended his association with Vimal Elaichi in 2022 amid criticism of celebrity endorsements of pan masala brands.
The actor maintained that he was endorsing elaichi rather than a tobacco product and rejected suggestions that he was involved in surrogate advertising.
Calling it a “personal choice”, Devgn argued that if certain products were genuinely harmful, they should not be available for sale.
He also echoed Shah Rukh’s argument that authorities should prevent the manufacture and sale of products considered harmful instead of focusing solely on advertisements.
Tiger Shroff, who replaced Akshay Kumar in Vimal Elaichi advertisements, has not yet commented on the FDA notices.
Akshay had previously faced heavy criticism over his association with the brand. Following the backlash, he apologised to fans and announced that he would step away from the endorsement.
“I am sorry. I would like to apologise to you, all my fans and well-wishers,” Akshay said at the time, adding that he had never endorsed tobacco and would donate his endorsement fee to a worthy cause.
Amitabh Bachchan previously faced similar controversy over his association with Kamla Pasand pan masala.
The actor later ended his contract after learning that the campaign was considered surrogate advertising.
His office said Bachchan had not been aware of the nature of the advertising arrangement when he agreed to the endorsement and had returned the money he received.
The latest FDA action has once again raised questions over the responsibility of celebrities when promoting brands whose products are associated with health risks.
Shah Rukh Khan, Ajay Devgn and Tiger Shroff are yet to respond to the notices.
