'Nobody is...': Tukaram Mundhe on notice to SRK, Ajay Devgn and Tiger

Maharashtra FDA Commissioner Tukaram Mundhe asserts that celebrities are fully accountable for endorsing surrogate products, as the agency intensifies its crackdown on misleading advertisements and banned pan masala promotions. Actors like Shah Rukh Khan, Ajay Devgn, and Tiger Shroff received notices for Vimal Elaichi ads, suspected of being surrogate promotions for banned pan masala. The FDA's complaints portal has successfully resolved over 8,000 public complaints in a month, demonstrating increased regulatory oversight. Strict implementation of Food Safety and Standards Regulations (FSSR) regarding misleading claims and prohibited products is a key focus. The FDA is also cracking down on illegal sales of tobacco products and examining other consumable products for misleading claims and artificial additives. Tukaram Mundhe defended action against celebrities endorsing surrogate products, stating that more than 8,000 public complaints were resolved in a month. The FDA issued a show-cause notice and final warning to Shah Rukh Khan, Ajay Devgn, and Tiger Shroff for the Vimal Elaichi advertisement, which was examined as a possible surrogate for prohibited pan masala and tobacco-related products. The company had also been found selling gutkha earlier. Mundhe emphasized that regulations apply to everyone involved in creating, publishing, or sponsoring advertisements, noting that 'everybody across the chain is responsible.' The complaints.myfda.in portal has received over 9,000 complaints in a month, with over 8,000 resolved and around 700-800 still under process. Mundhe highlighted the system's features, including auto-accountability, auto-assignment, and auto-escalation. The FDA is lodging FIRs to trace illegal tobacco sales, investigating links to companies and directors, and invoking provisions of the organised crime law. The commissioner warned that no one would be spared, whether rural or urban, for selling, possessing, or manufacturing prohibited products. Mundhe also addressed the use of artificial additives and colors, stating that regulations would be strictly enforced if used beyond permissible limits in bakeries, cakes, and other products. The FDA is currently examining advertisements for misleading claims across various products. Citizens can lodge complaints through the portal or directly during designated hours.