Culture & Entertainment · India Bureau
Maharashtra FDA Chief Threatens Rs 10 Lakh Fine Against Bollywood Stars Over Pan Masala Ads
The Maharashtra Food and Drug Administration has warned of stringent penalties against film celebrities who fail to cooperate in its investigation into alleged surrogate advertising of pan masala products through the Vimal Elaichi campaign.
LSN India ·
Maharashtra's Food and Drug Administration chief has issued a stern warning to Bollywood actors featured in pan masala advertisements, threatening fines of up to Rs 10 lakh for non-compliance with the regulatory inquiry. The FDA alleges that the Vimal Elaichi advertising campaign may constitute surrogate promotion of a prohibited pan masala product, circumventing advertising regulations.
Under the Cigarettes and Other Tobacco Products Act (COTPA), direct advertisement of tobacco and pan masala products is banned in India. The FDA has expressed concerns that the celebrity-endorsed campaign may be using indirect marketing techniques to promote a restricted substance, thereby violating established guidelines.
The warning comes as part of a broader regulatory crackdown on misleading advertisements targeting consumers. Authorities have indicated that celebrities cannot claim ignorance of the nature of products they endorse, and those providing evasive or incomplete responses during investigation risk facing substantial penalties.
The case highlights the ongoing tension between the entertainment industry and health regulators over advertising practices. The FDA's assertive stance underscores heightened scrutiny of celebrity endorsements and the potential liability faced by public figures who participate in campaigns potentially violating consumer protection laws.
Proceedings remain ongoing as the regulatory body continues its investigation into the matter.