Vimal Elaichi Makers Approach Delhi High Court Against Food Body Notices To 3 Actors
The makers of Vimal Elaichi have petitioned the Delhi High Court to quash show-cause notices issued to their celebrity brand ambassadors by the Maharashtra FDA. The company argues that the notices, which allege surrogate advertising of banned pan masala, lack territorial jurisdiction and were issued without due process.
Why it matters
This case highlights the ongoing legal tension between state regulators and corporations regarding surrogate advertising and the accountability of celebrity endorsers.
The makers of Vimal Elaichi on Monday approached the Delhi High Court seeking to quash show-cause notices issued to their brand ambassadors Shah Rukh Khan, Ajay Devgn and Tiger Shroff by the Maharashtra FDA for alleged misrepresentation of the product in ad campaign.A single-judge bench of Justice Swarana Kanta Sharma reserved its order on the issue of territorial jurisdiction to hear the matter.In its petition, PB Agro said it engages services of reputed actors for promotion of the cardamom product under the brand Vimal and its endorsement agreements with them, and the company assures that the ad campaign is in full compliance of the applicable laws.It said regulatory notices were issued by the Maharashtra Food and Drug Administration (FDA) alleging that advertisements for Vimal Elaichi amount to surrogate promotion of Vimal Pan Masala, a chewable product banned within Maharashtra.The plea said that the Maharashtra FDA had directed the actors featured…
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