Maharashtra FDA completes proceedings against SRK, Ajay, and Tiger over pan masala ads

Maharashtra FDA completes proceedings against Shah Rukh Khan, Ajay Devgn and Tiger Shroff over pan masala ads; Tukaram Mundhe says, 'Assistant commissioner found that they violated the state’s rules'

Maharashtra’s Food and Drug Administration (FDA) has completed its proceedings against Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their Vimal Pan Masala advertisements. FDA Commissioner Tukaram Mundhe said on Friday that the investigation found the actors had violated state rules.

The case will now move to adjudication next week.

FDA says investigation has concluded

According to the PTI report, Tukaram Mundhe told reporters that the three actors had asked for time to respond. He said the assistant commissioner has now finished the probe. “Three actors sought time to respond. The assistant commissioner has completed the investigation and found that they violated the state’s rules in the Vimal Pan Masala advertising case. The proceedings have now concluded, and the case will be proposed for adjudication before the joint commissioner, who is the competent authority, by next week,” Tukaram Mundhe said.

What is adjudication?

Adjudication is a quasi-judicial process in which regulators examine evidence and decide whether laws have been broken. It lets authorities impose penalties for non-criminal offences without going through long court proceedings.

Ajay Devgn approaches Bombay High Court

Tukaram Mundhe said Devgn has moved the Bombay High Court in connection with the matter. He added that the department will carry on with its proceedings before the joint commissioner despite this.

Earlier notices over surrogate advertising

The FDA had earlier sent notices to the three actors over their advertisements for Vimal Elaichi. It alleged that the campaign amounted to surrogate advertising for banned pan masala products. According to the FDA, the brand was linked to the sale of gutkha and pan masala, which are prohibited in Maharashtra.The authority had asked the actors to explain their association with the ads and take steps to stop the promotional campaigns. It also cautioned them against any further association with such advertisements and sought details of the due diligence they had carried out before agreeing to endorse the product.