FDA Issues Notices to SRK, Ajay, Tiger Over Vimal Ad

The notice stated that, on examination, the advertisement prima facie appears to promote the Vimal brand, which is mainly associated with pan masala—a product prohibited for manufacture, storage, transportation, distribution and sale in Maharashtra for one year from the date specified in the Prohibition Order dated July 13, 2026, issued by the Commissioner of Food Safety, Maharashtra State, under Section 30(2)(a) of the Food Safety and Standards (FSS) Act, 2006.

The FDA has invoked Section 24 of the FSS Act, 2006, which bars misleading or deceptive advertisements concerning food products. It has also cited Section 53, which provides for a penalty of up to Rs 10 lakh against those involved in publishing misleading food advertisements.

The notices form part of the Maharashtra FDA’s broader drive to strengthen food safety enforcement across the state. The regulator has been acting against violations including food and milk adulteration, the sale of unhealthy food products near schools, and the manufacturing and distribution of prohibited gutka and tobacco-containing pan masala. In recent months it has stepped up inspections, conducted seizures and taken action against those found breaching food safety norms.

The actors have been asked to respond to the allegations set out in the show-cause notices. The matter remains at the stage of seeking explanations under the applicable provisions of the FSS Act.