Maharashtra FDA chief slams celebrities for endorsing paan and gutka ads

Maharashtra’s Food and Drug Administration commissioner, Tukaram Mundhe, publicly challenged Bollywood celebrities who appear in paan and gutka advertisements, insisting they should first try the products themselves and even let their children use them. He denounced the practice as double-standard and warned that endorsers share legal responsibility, not just the producers. The comments came after the state FDA issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff for their roles in a Vimal Elaichi commercial, which regulators say could amount to indirect promotion of banned pan masala.

The notices, dated August 11, 2026, cite the Food Safety and Standards Act and require written explanations within 15 days, with non-compliance potentially leading to further penalties. Mundhe emphasized that advertising claims must not mislead consumers about food or drug safety. The actors have reportedly responded to the notices, though details of their replies were not disclosed.