Goa, Aug. 26 -- Maharashtra FDA Commissioner Tukaram Mundhe has defended the show-cause notices issued to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their association with Vimal Elaichi advertisements, saying the action is based on existing food safety and advertising regulations.

Mundhe said the Food Safety and Standards (Advertising and Claims) Regulations, 2018, place responsibility on both advertisers and promoters to ensure that claims are truthful and comply with FSSAI norms. He said the notices concern possible surrogate advertising, where a permitted product may indirectly promote a prohibited tobacco or pan masala product.

According to Mundhe, endorsers can face fines of up to Rs.10 lakh and may be required to withdraw ad...