Hindi film actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff have received show-cause notices from the Maharashtra Food and Drug Administration in connection with an advertisement for Vimal Elaichi, PTI reported on Sunday.

The agency has alleged that the advertisement amounts to surrogate promotion of Vimal Pan Masala, a product prohibited in the state.

Maharashtra has prohibited gutka and pan masala containing tobacco or nicotine since 2012 under the Food Safety and Standards Act, with the ban renewed annually. The latest prohibition order was issued by the state food safety commissioner on July 13.

The action against the actors comes as the Maharashtra Food and Drug Administration has stepped up checks on food safety, including adulterated milk and food at restaurants, the sale of junk food near schools, and the manufacture and sale of banned gutka and tobacco-containing pan masala.

In the notice dated August 11, the Food and Drug Administration said that the use of the term “Vimal Elaichi” in the advertisement appeared to create an association with the Vimal Pan Masala brand and could mislead consumers while indirectly promoting the prohibited product, PTI reported.

It sought a response from the three actors, who were listed as brand endorsers, within 15 days.

The agency asked the actors to provide documentary evidence showing that Vimal Elaichi is an independent product available for sale in the market, PTI reported. They have also been directed to immediately stop participating in or endorsing the advertisement and remove the promotional content from their official social media accounts, websites and other digital platforms under their control.

The three actors have 15 days from the date of receiving the notice to submit written explanations and supporting documents. If the administration does not receive a response or if it is found to be unsatisfactory, further action may be initiated without notice, the agency said.

Edited by Tanya Shrivastava.

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