The legal dispute involving Bollywood actors and the Maharashtra Food and Drug Administration (FDA) over surrogate advertising has reached the Bombay High Court. FDA Commissioner Tukaram Mundhe confirmed on Friday that proceedings against actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding their advertisements for Vimal Elaichi have transitioned from the investigative stage to formal adjudication.
The controversy stems from show-cause notices issued by the state FDA in August. The regulatory body alleged that the advertisements for Vimal Elaichi, a product appearing under the brand, essentially functioned as surrogate advertising for Vimal Pan Masala, which remains a prohibited item within the state of Maharashtra. According to the authorities, these endorsements constitute a violation of existing food safety regulations.
Commissioner Mundhe stated that all three actors had submitted responses to the initial show-cause notices and were granted time for hearings. With the investigation phase now concluded, the matter has been referred to the Joint Commissioner, who serves as the designated authority for the adjudication process. While the FDA moves forward with these administrative steps, the legal landscape has become more complex due to individual challenges filed by the actors involved.
Among the three celebrities, Ajay Devgn has specifically approached the Bombay High Court to contest the proceedings. Reports indicate that Devgn has requested to be excused from the case on the grounds that he is no longer associated with the brand in question. Furthermore, his legal challenge questions the constitutional validity of the food safety provisions invoked by the FDA. He has also contended that the show-cause notice was served to him in an arbitrary manner, rather than targeting the manufacturing company directly.
The Bombay High Court is scheduled to hear Devgn’s plea on November 4. This follows a previous attempt by the master licensee for the Vimal brand, PB Agro LLP, to challenge the FDA notices in the Delhi High Court. On September 14, the Delhi court declined to intervene in the matter, observing that courts in Maharashtra were the more appropriate and convenient forum for such a dispute to be heard.
The adjudication proceedings, which are expected to be heard by next week, mark a significant escalation in the state’s crackdown on surrogate marketing practices. The Maharashtra FDA has maintained a firm stance on the issue, categorizing the celebrities involved as violators of the law for promoting products that bypass regional bans through surrogate campaigns. The upcoming court session is expected to clarify the legal standing of the FDA's notices and the validity of the actor's objections.
As the case progresses, the outcome of the Bombay High Court hearing is likely to influence how state authorities manage future allegations of surrogate advertising in the entertainment and manufacturing sectors. The authorities have signalled that they intend to follow the due process of adjudication as the case moves forward, keeping the focus on the regulatory framework governing food safety and public health advertising within the state.
Comments