MUMBAI, Aug 17: Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff have come under the scrutiny of the Maharashtra Food and Drug Administration (FDA) over their appearance in an advertisement for a pan masala brand.
The state regulator has issued show cause notices to the actors, alleging that the promotional campaign amounts to surrogate advertising for a product prohibited in Maharashtra.
The action is part of the state’s efforts to examine celebrity endorsements associated with products that fall under restrictions. The notices seek responses from the actors regarding their participation in the advertising campaign.
Celebrity endorsements of tobacco and related products have remained a subject of public debate, particularly because of the influence prominent film personalities have over young audiences.
The latest development has once again placed the spotlight on the responsibility of celebrities appearing in commercial campaigns and the regulatory framework governing advertisements.
Shah Rukh Khan, Ajay Devgn and Tiger Shroff are among the prominent Bollywood names associated with the brand’s promotional campaign. The FDA’s action could now require the actors to explain their respective roles in the advertisement.
The controversy also comes amid renewed attention to surrogate advertising, where brands associated with restricted products promote alternative products carrying the same branding.
The responses of the actors and the company to the notices are expected to determine the next course of action by the Maharashtra regulator.
