Vimal Elaichi Ad Row: FDA to Proceed Legally Against Ajay Devgn
Maharashtra FDA Commissioner Tukaram Mundhe confirms adjudication proceedings against Ajay Devgn and others over Vimal Elaichi surrogate ads.
The Maharashtra Food and Drug Administration (FDA) has made it clear that it will not back down in the Vimal Elaichi ad controversy, confirming that legal proceedings are well underway against high-profile celebrities, including Bollywood star Ajay Devgn.
FDA Commissioner Stands Firm
Speaking to ANI on Sunday, Maharashtra FDA Commissioner Tukaram Mundhe asserted that the department is committed to following the legal course. He emphasized that the adjudication proceedings have already been initiated regarding the controversy surrounding the endorsement of Vimal pan masala products.
Addressing the legal challenges posed by the stars, Mundhe stated, "Even if the concerned person has moved the High Court, we have already started adjudicating proceedings and will proceed in accordance with the law."
The Legal Tug-of-War
The situation has evolved into a complex legal battle. According to Commissioner Mundhe, Ajay Devgn has independently approached the High Court to challenge the proceedings initiated by the FDA.
However, the administrative process continues to move forward. Mundhe revealed that on October 30, it was noted that all three individuals named in the FDA proceedings had responded to the notices issued to them, though they have requested more time to submit their formal responses.
Where the Case Stands Now
The adjudication process has already passed its initial phase. The FDA Commissioner explained the current status of the investigation:
- The Assistant Commissioner, acting as the designated authority for the first stage, has already concluded the necessary hearings.
- The matter has now been escalated and forwarded to the Joint Commissioner.
- The Joint Commissioner will be the one to make the final decision through the formal adjudication process.
What is the Controversy About?
The heat is on Bollywood heavyweights Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The authorities have issued show-cause and legal notices to these actors for their roles in Vimal Elaichi advertisements.
The core of the allegation is surrogate advertising. The FDA claims that while the advertisements ostensibly promote "Elaichi" (cardamom), they are actually serving as a front to promote prohibited pan masala and tobacco products, which is a violation of existing regulations.