Ajay Devgn Challenges Maharashtra FDA Notice Over Pan Masala Ads in Bombay High Court

Actor Ajay Devgn has approached the Bombay High Court to challenge a legal notice issued by the Maharashtra Food and Drug Administration (FDA) regarding his appearance in surrogate advertisements. According to reports, Devgn's petition questions the constitutional validity of the FDA regulations and argues that holding an actor directly liable for an endorsement is incorrect, asserting that responsibility should lie with the manufacturing company and advertiser rather than the celebrity.

Court Hearing and FDA Stance

• Scheduled Hearing: The petition is expected to be heard on November 4 by a division bench comprising Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna.
• FDA Investigation: FDA Commissioner Tukaram Mundhe stated that the inquiry is complete, alleging that Devgn, Shah Rukh Khan, and Tiger Shroff violated state regulations.
• Next Steps: The matter is set to be forwarded to the joint commissioner, a process that permits officials to levy penalties in non-criminal cases without protracted court proceedings.

Allegations of Surrogate Advertising

The controversy stems from show-cause notices issued by the Maharashtra FDA in August 2026 to Devgn, Shah Rukh Khan, and Tiger Shroff concerning Vimal Elaichi advertisements. The regulatory body alleged that promotions ostensibly for cardamom act as surrogate advertising for Vimal pan masala, pointing out identical brand names, logos, presentations, and dialogues that maintain consumer recognition of the banned tobacco-containing product in Maharashtra.

The FDA had directed the actors to clarify their roles, provide endorsement contracts, and share payment details, while also instructing them to remove the ads and halt further promotion. Despite Devgn's court filing, the FDA's departmental proceedings remain active.

Previous Legal Moves and Context

Earlier, the product manufacturer, PB Agro, sought to quash the Maharashtra FDA notice via the Delhi High Court, but the petition was dismissed due to lack of territorial jurisdiction. Devgn has maintained a longstanding association with the brand. In a 2022 response to similar queries, he stated that endorsing the product was a personal choice, argued that legal products should be banned entirely rather than targeting ads, and asserted he was promoting cardamom.

In contrast, actor Akshay Kumar faced public backlash in 2022 over the same campaign, subsequently apologizing, withdrawing from the advertisements, and announcing plans to donate his endorsement fees. Verification of official court filings and statements can be conducted through the Bombay High Court records and official announcements from the Maharashtra FDA.