Actor Ajay Devgn moves High Court against FDA notice over Vimal Elaichi ads - The Hindu
Bollywood actor Ajay Devgn has officially filed a petition in the Bombay High Court challenging a show-cause notice issued by the Maharashtra Food and Drug Administration (FDA). The regulatory body claims that promotional campaigns featuring Devgn for "Vimal Elaichi" function as a form of surrogate advertising for banned chewable items like pan masala and gutkha in the state. In his legal challenge, the actor contends that the notice is arbitrary since it targets him personally instead of the manufacturing enterprise. Meanwhile, FDA Commissioner Tukaram Mundhe stated that state investigations regarding rule violations by Devgn, along with fellow actors Shah Rukh Khan and Tiger Shroff, have concluded and are moving forward for adjudication. A division bench is scheduled to review Devgn's petition.
The Key points
- Ajay Devgn approached the Bombay High Court to contest the Maharashtra FDA's show-cause notice.
- The dispute centers around advertisements for "Vimal Elaichi" endorsements.
- Regulators argue the campaign amounts to surrogate promotion for prohibited pan masala and gutkha.
- Devgn’s legal petition labels the regulatory action arbitrary for targeting an artist rather than manufacturers.
- Similar notices were issued by the FDA to actors Shah Rukh Khan and Tiger Shroff.
- State FDA chief Tukaram Mundhe confirmed that investigations into all three actors are complete.
- The proceedings are advancing toward formal adjudication before a joint commissioner.
- The regulatory notice highlights violations of multiple food safety and consumer protection guidelines.
- A high court division bench has scheduled a hearing to address the actor's plea.
- The case highlights ongoing regulatory crackdowns on surrogate celebrity endorsements in India.
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