Archive · 28 Sep 2026
Tukaram Mundhe Challenges Celebrity Paan And Gutka Endorsements
Tukaram Mundhe spoke about why officials acted against a celebrity advertisement.
The advertisement was connected to Vimal Elaichi and involved Shah Rukh Khan, Ajay Devgn and Tiger Shroff.
The Maharashtra FDA sent the actors notices asking them to stop promoting it and remove related posts.
Mundhe said celebrities should think carefully before telling people that a product is good.
He used paan and gutka advertising as an example.
He said people should not encourage others to consume something they would not recommend for themselves or their families.
Mundhe also said advertising rules do not allow misleading claims about food or drugs.
He believes actors have legal and moral duties, not just a job to appear in commercials.
The FDA commissioner rejected the argument that only the manufacturer is responsible for an advertisement.
Maharashtra FDA commissioner Tukaram Mundhe defended action against celebrities linked to a Vimal Elaichi advertisement.
The FDA issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff.
The notices directed the actors to stop participating in the campaign and remove related promotional content from social media.
Mundhe said endorsers have both legal and moral responsibility for products they promote.
He rejected the idea that actors are merely the face of an advertisement and bear no responsibility for its claims.
- Who
- Tukaram Mundhe, Maharashtra FDA officials, and actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff.
- What
- Mundhe defended regulatory action over a Vimal Elaichi advertisement and criticized celebrity endorsements of paan- or gutka-related products.
- When
- The action had recently been taken before Mundhe discussed it at NDTV Yuva.
- Where
- The discussion took place at NDTV Yuva; the notices were issued by the Maharashtra FDA.
- Why
- Mundhe said misleading advertising is legally restricted and that public figures have legal and moral responsibility for what they endorse.
Endorser Responsibility
Manufacturer Responsibility
Who is accountable for the advertisement?
Endorser Responsibility
Tukaram Mundhe said actors and influencers have legal and moral responsibility for products and claims they promote.
Manufacturer Responsibility
The position he rejected is that actors are commercial performers who are only the face of a campaign, while responsibility rests with the producer or manufacturer.
Promoting paan or gutka-related products
Endorser Responsibility
Mundhe argued that people who advertise such products should personally accept the standards they ask the public to follow, criticizing double standards.
Manufacturer Responsibility
The article does not include a direct response from the actors or manufacturers defending the advertisement.
- Official
- Tukaram Mundhe, Maharashtra FDA commissioner
- Advertisement
- Vimal Elaichi
- Actors named
- Shah Rukh Khan, Ajay Devgn and Tiger Shroff
- Regulatory action
- Show-cause notices were issued
- Requested action
- Stop participating in the campaign and remove related promotional content from official social media accounts
- Mundhe's position
- Endorsers cannot claim they are only the face of an advertisement
- Legal concern
- Misleading claims involving food or drugs are not allowed, according to Mundhe