Ajay Devgn challenges FDA notice over Vimal Elaichi advertisements
The actor moved the Bombay High Court against a show-cause notice regarding alleged surrogate advertising of banned pan masala.
Bollywood actor Ajay Devgn has approached the Bombay High Court to contest a show-cause notice from the Maharashtra Food and Drug Administration (FDA). The notice concerns his role in advertisements for 'Vimal Elaichi'.
A division bench comprising Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna is expected to hear the petition on November 4. Devgn's petition claims the agency acted arbitrarily by targeting him as a performer instead of the company that manufactures the product.
The FDA issued the notice alleging that the 'Vimal Elaichi' campaign acts as surrogate promotion for 'Vimal Pan Masala'. This chewable product is banned in Maharashtra. The department also alleged the brand is linked to the sale of prohibited gutkha and pan masala.
Similar notices were served to actors Shah Rukh Khan and Tiger Shroff for their appearances in the same commercials. FDA Commissioner Tukaram Mundhe said on Friday that investigations into the three actors for alleged rule violations are complete.
Mundhe stated the matter will be referred for adjudication next week. He added that the department will proceed with its actions before the joint commissioner even as Devgn seeks relief from the High Court.