Devgn challenges FDA notice on gutkha ad, calls process 'empty formality'

Actor Ajay Devgn has moved the Bombay High Court challenging a notice issued by the Food and Drug Administration (FDA) in connection with his advertisement for Vimal Elaichi, a gutka product. In his petition, Devgn characterised the FDA's action as "mere farce and an empty formality," arguing that the regulatory process lacked substantive merit.

The actor's legal challenge contends that the notice was issued in an arbitrary manner and constitutes mala fide action. According to the petition, the FDA's proceedings are in "abject violation of the principles of natural justice," suggesting that Devgn was not afforded adequate opportunity to respond to the allegations before the notice was issued.

The case highlights ongoing tensions between celebrity endorsements and regulatory oversight of products like gutkha, which contains areca nut and tobacco. India's regulatory authorities have intensified scrutiny of such products in recent years due to health concerns, often holding celebrity endorsers accountable for promoting items that fall under restricted categories.

Devgn's challenge represents a significant case that could clarify the extent of responsibility borne by endorsers in advertising campaigns for regulated substances. The High Court's response to the petition may establish important precedent regarding the procedural requirements that regulatory bodies must follow when targeting public figures for endorsement violations.