Bollywood actors respond to Maharashtra FDA surrogate advertising notices

Maharashtra FDA Commissioner Tukaramrao Mundhе on Saturday said the agency has received replies from actors who were previously sent notices for allegedly promoting prohibited products using surrogate advertising tactics.

The notices were part of a regulatory crackdown targeting high-profile celebrities accused of endorsing restricted goods through indirect marketing methods that circumvent advertising bans. Surrogate advertising typically involves promoting banned products by advertising related items or services instead.

The FDA commissioner did not disclose the specific names of the actors or detailed contents of their responses during his statement. However, the announcement indicates the regulator's continued efforts to monitor celebrity endorsements and ensure compliance with pharmaceutical and product advertising guidelines.

India's regulatory bodies have increasingly focused on controlling surrogate advertising, particularly in the pharmaceutical and alcohol sectors, where direct advertising faces legal restrictions. The moves align with broader efforts to prevent misleading marketing practices that leverage celebrity influence to circumvent established advertising prohibitions.

The Maharashtra FDA's actions underscore growing concerns among health regulators about the influence of celebrity endorsements in promoting products that pose potential public health risks. Officials have cautioned that such practices can mislead consumers, particularly when well-known personalities are used to market prohibited items through indirect channels.