FDA Cracks Down on Vimal Ads: Shah Rukh Khan, Ajay Devgn and Tiger Shroff Asked to Explain Within 15 Days

Bollywood stars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff have come under regulatory scrutiny after Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe issued notices seeking explanations regarding their endorsement of Vimal products. The celebrities have reportedly been asked to respond within 15 days over concerns related to the advertising and promotion of the brand. The move comes amid growing concerns over surrogate advertising and the promotion of products associated with tobacco and pan masala brands. Regulatory authorities are examining whether celebrity endorsements may indirectly encourage the consumption of products that have been linked to public health concerns. According to officials, the notices seek clarification on the nature of the endorsements and whether adequate due diligence was conducted before participating in the advertisements. The FDA is reportedly reviewing whether the promotional campaigns comply with existing laws and advertising guidelines. The issue has attracted significant public attention because Vimal advertisements featuring Shah Rukh Khan, Ajay Devgn, and Tiger Shroff have been among the most visible celebrity-backed campaigns in India. The trio has frequently appeared together in high-profile television and digital advertisements that have become widely recognized across the country. Public health activists have long argued that celebrities carry substantial influence, particularly among young audiences, and should exercise caution while endorsing products that may be indirectly linked to tobacco consumption. They contend that surrogate advertising often allows brands to maintain visibility despite restrictions on direct tobacco promotion. The latest action by the FDA reflects a broader effort by authorities to tighten oversight of advertising practices and ensure compliance with consumer protection and public health regulations. Officials have emphasized that the notices are part of a fact-finding exercise and do not imply wrongdoing at this stage. The celebrities and the companies involved are expected to submit their responses within the stipulated period. Based on those explanations, authorities will determine whether any further action is warranted under applicable laws. The development has reignited the debate over celebrity responsibility in advertising, with supporters arguing that endorsers should be accountable for the products they promote, while critics warn against holding celebrities liable for products that are legally marketed. As the 15-day deadline approaches, the case is likely to remain in the spotlight and could have wider implications for celebrity endorsements and surrogate advertising in India.