An anti-tobacco advocacy group has urged stronger action against surrogate tobacco advertising after the Maharashtra Food and Drug Administration (FDA) issued show-cause notices to actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their advertisement for Vimal Elaichi.
The National Organisation for Tobacco Eradication (NOTE) welcomed the regulatory action, describing it as a necessary step to address advertising practices that may allow tobacco companies and associated brands to reach consumers indirectly, particularly younger audiences.
FDA Raises Concern Over Vimal Elaichi Advertisement
The Maharashtra FDA issued the notices on August 11, stating that the advertisement for “VIMAL Elaichi” prima facie appeared to amount to indirect or surrogate promotion of prohibited pan masala and tobacco-related products.
According to the notice, the use of the Vimal brand name in the advertisement could create an association with the Vimal Pan Masala brand and potentially mislead consumers while indirectly promoting the prohibited product.
Surrogate advertising often involves using a familiar brand name, packaging, celebrity endorsement or lifestyle imagery associated with a restricted product to maintain brand visibility despite restrictions on direct advertising.
Anti-Tobacco Group Calls for Wider Enforcement
Dr Shekhar Salkar, president of NOTE, said the action could help close loopholes that allow tobacco-linked brands to maintain visibility through alternative products and celebrity advertising.
He highlighted the influence celebrities have on young audiences and said repeated exposure to brands associated with tobacco products could create brand recognition beyond the product explicitly shown in an advertisement.
NOTE has called for strict and uniform enforcement against direct, indirect and surrogate tobacco promotion, including brand extensions, sponsorships, digital advertising, social media campaigns, influencer marketing and event-based promotions.
Concerns Over Impact on Young Audiences
Anti-tobacco advocates argue that surrogate advertising can be particularly influential among children, adolescents and young adults, as familiar brands and celebrity endorsements can strengthen brand recall and create positive associations.
The organisation said regulatory scrutiny should therefore form part of a broader effort to strengthen implementation of tobacco-control measures and prevent companies from exploiting gaps in advertising regulations.
The Maharashtra FDA’s notices mark another instance of regulators examining celebrity-led advertising involving brands that are closely associated with tobacco and pan masala products. The matter is expected to remain under regulatory scrutiny as authorities assess whether the advertisement violated applicable provisions.
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