Ajay Devgn Challenges Maharashtra FDA Notice Over Vimal Elaichi Advertisements in Bombay High Court

Bollywood actor Ajay Devgn has approached the Bombay High Court challenging a show-cause notice issued by the Maharashtra Food and Drug Administration (FDA) over his appearance in Vimal Elaichi advertisements, calling the action arbitrary.

A division bench of Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna is likely to hear his petition on November 4.

The FDA issued the notice alleging that the advertisements for Vimal Elaichi amounted to surrogate promotion of Vimal Pan Masala, a chewable product banned in Maharashtra.

Similar notices were issued to actors Shah Rukh Khan and Tiger Shroff for appearing in the advertisements.

Devgn Challenges Notice

In his petition, Devgn argued that the FDA had arbitrarily targeted him as an actor instead of proceeding against the manufacturing company responsible for the product and its advertising.

The actor's legal challenge comes as the FDA moves towards adjudicating the alleged violations by the three Bollywood stars.

FDA Proceedings Against Actors

FDA Commissioner Tukaram Mundhe said on Friday that proceedings against Khan, Devgn and Shroff for allegedly violating state rules had been completed.

The department had concluded its investigation and found violations by the actors, Mundhe said. The matter will be referred for adjudication next week.

He added that Devgn's decision to approach the High Court would not prevent the department from continuing proceedings before the joint commissioner.

Dispute Over Surrogate Advertising

The FDA had earlier alleged that the Vimal Elaichi advertising campaign indirectly promoted prohibited pan masala products. The department linked the brand to the sale of gutkha and pan masala, which are banned in Maharashtra.

The notices against the actors form part of the state's action against advertisements that allegedly use products such as cardamom-flavoured mouth fresheners to promote banned tobacco-related products indirectly.

Also Read: FDA Crackdown Hits Bollywood: Shah Rukh, Ajay Devgn, Tiger Shroff Served Notices Over Pan Masala Ad