5 days ago
Tukaram Mundhe Crackdown Makes Celebrities Wary of Junk Food Ads
Maharashtra’s food regulator has questioned three famous actors about an advertisement for Vimal Elaichi.
The regulator says the advertisement might indirectly promote pan masala, which is banned in Maharashtra.
Shah Rukh Khan, Ajay Devgn and Tiger Shroff were asked to explain their roles.
The notices were issued on August 11, and they had 15 days to reply.
At a later press meeting, the regulator said it had not received their responses.
The regulator also warned that celebrities can be punished for misleading food advertisements.
At the same time, people online have criticized stars who promote unhealthy foods while talking about healthy lifestyles.
Because of these concerns, some actors may think more carefully before accepting similar advertisements.
It is not yet clear whether this will change celebrity advertising across the industry.
The Maharashtra Food and Drug Administration issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over Vimal Elaichi advertisements.
The FDA alleged that the advertisements could indirectly promote Vimal Pan Masala, which is banned in Maharashtra.
The notices, issued on August 11, sought responses within 15 days; the celebrities had not responded by the reported press meet.
Industry buzz suggests actors are becoming cautious about endorsing burgers, chips, chocolates, soft drinks and other unhealthy foods.
Online critics have questioned celebrities who promote junk food while discussing fitness, sugar-free diets or clean eating.
- Who
- Maharashtra Food and Drug Administration Commissioner Tukaram Mundhe; actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff; and other celebrities discussed in online criticism.
- What
- The FDA’s action over Vimal Elaichi advertising has reportedly made celebrities more hesitant to endorse unhealthy food and drink products.
- Where
- Maharashtra, particularly Mumbai, with the issue also discussed online and in entertainment-industry circles.
- When
- The notices were issued on August 11; the reports were published on August 29, 2026, and also reference a 2025 podcast involving Samantha Ruth Prabhu.
- Why
- The FDA said the advertisement could be misleading or serve as indirect promotion of banned tobacco and pan masala products; public criticism has also targeted celebrity endorsements of unhealthy foods.
Regulatory and Public-Health Concerns
Advertising and Celebrity Industry Concerns
Celebrity accountability
Regulatory and Public-Health Concerns
The FDA says promoters and celebrities cannot plead ignorance and may face penalties for misleading or improper food advertising.
Advertising and Celebrity Industry Concerns
Industry discussions suggest actors are concerned that accepting certain endorsements could bring regulatory scrutiny and create legal or professional difficulties.
Unhealthy-food endorsements
Regulatory and Public-Health Concerns
Online critics argue that celebrities should be consistent when promoting products, especially if they publicly advocate fitness, avoiding sugar or eating clean.
Advertising and Celebrity Industry Concerns
The reports do not cite a formal industry response, but they say celebrities may become reluctant to accept campaigns for burgers, chips, chocolates, soft drinks and other unhealthy products.
Surrogate advertising
Regulatory and Public-Health Concerns
The Maharashtra FDA says advertisements in newspapers, on television and on social media are being monitored for violations, including indirect promotion of banned products.
Advertising and Celebrity Industry Concerns
Mundhe said promoting a product is not necessarily wrong, but that publicizing it improperly can constitute a violation; the industry’s concern is how such standards may affect endorsement decisions.
Key facts
- Regulator
- Maharashtra Food and Drug Administration
- Commissioner
- Tukaram Mundhe
- Celebrities issued notices
- Shah Rukh Khan, Ajay Devgn and Tiger Shroff
- Advertisement
- Vimal Elaichi
- Notice date
- August 11
- Response deadline
- 15 days
- Potential penalty
- Up to ₹10 lakh or stricter penalties under the Food Safety and Standards (Advertising and Claims) Regulations, 2018
Quotes
Samantha Ruth Prabhu
Actor discussing her decision to reject brand endorsements.
“I have given up and said no to more than 15 brands just last year, and of course that’s crores and crores of money.”
freepressjournal.in
Tukaram Mundhe
Maharashtra Food and Drug Administration Commissioner discussing advertising enforcement.
“Whatever advertisements we see - whether in newspapers, on television or on social media - are under our radar. We are watching for violations.”
freepressjournal.in
Sources
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