Maharashtra FDA tightens grip on surrogate ads and food safety violations.

Commissioner Tukaram Mundhe warns celebrities and businesses that accountability applies across the chain.

The Maharashtra Food and Drug Administration (FDA) has intensified its crackdown on misleading advertisements and food safety violations, sending a clear message that no one is exempt from scrutiny. Commissioner Tukaram Mundhe, in a recent statement, emphasized that “everybody across the chain is responsible” and reiterated that the Food Safety and Standards Regulations (FSSR) apply universally, including to celebrities endorsing products.

This announcement follows the issuance of show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff for their involvement in promoting Vimal Elaichi. The FDA suspects the campaign may be a surrogate advertisement for prohibited tobacco-related products, given the company’s record of selling gutkha. Mundhe clarified that endorsers must carefully review Food Safety and Standards Authority of India (FSSAI) guidelines before associating with brands, stressing that misleading claims or indirect promotions will invite strict action.

The commissioner highlighted that the regulations, introduced in 2018 and enforced from July 2019, specifically target advertisements that misrepresent or indirectly promote banned items. He noted that any representation- whether physical, electronic, or on social mediathat implies false claims violates these rules. Advertisers found guilty will be required to explain their actions and may face penalties.

The FDA’s campaign is not limited to advertisements. In a broader sweep, the agency has suspended licences of several major businesses, including Parle Agro, after expired stocks of Frooti, Appy, and Apple Fizz were discovered at its Chembur facility. Quick-commerce platforms such as Blinkit, Zepto, and Instamart also faced licence suspensions due to multiple food safety and hygiene violations. On August 13, FDA officials inspected 86 establishments across Maharashtra, issued 60 improvement notices, and temporarily halted operations at one site.

This aggressive enforcement underscores the FDA’s commitment to ensuring food safety and curbing misleading promotions. By holding celebrities, corporations, and distributors accountable, the agency aims to set a precedent that compliance with FSSAI regulations is non-negotiable. The crackdown signals a shift toward greater transparency and responsibility in India’s food and advertising industries, reminding stakeholders that public health cannot be compromised for commercial gain.