Shah Rukh Khan Under FDA Fire Over Pan Masala-Linked Ad Controversy

Shah Rukh Khan faces an FDA notice over a pan masala-linked ad, reigniting the debate over celebrity endorsements and regulatory responsibility.

• Shah Rukh Khan faces a Maharashtra FDA notice over a pan masala-linked chewing elaichi advertisement.

• Ajay Devgn and Tiger Shroff have also been asked to explain their involvement in the campaign.

• FDA Commissioner Tukaram Mundhe is intensifying action against products linked to gutka, tobacco and pan masala.

• The notices reignite debate over celebrity responsibility and indirect brand promotion.

• The controversy could put Bollywood endorsements under greater regulatory scrutiny.

Shah Rukh Khan is under fresh regulatory scrutiny. The Maharashtra Food and Drug Administration (FDA) has issued a notice to the Bollywood superstar over his appearance in an advertisement for a chewing elaichi brand allegedly linked to pan masala. Actors Ajay Devgn and Tiger Shroff have also received notices.

The FDA issued the notices on August 14, asking the actors to explain their role in the advertisement and their association with the brand. The regulator believes the promotion could amount to indirect advertising of pan masala and may violate provisions of the Food Safety and Standards Act, 2006, and related rules.

The controversy comes as Maharashtra FDA Commissioner Tukaram Mundhe intensifies action against products linked to gutka, tobacco and pan masala. The department has also cited a Maharashtra government order restricting the manufacture, storage, transportation, distribution and sale of the product in the state for one year from the date specified in the July 13, 2026 order.

The notices put three of Bollywood's recognizable faces directly in the regulatory spotlight. Ajay Devgn received his notice at his Juhu residence, while Shah Rukh Khan's notice was sent to Mannat in Bandra. Tiger Shroff received his notice through his production company.

The issue has a familiar history. The same brand previously faced backlash over an advertisement featuring Shah Rukh Khan, Ajay Devgn and Akshay Kumar. In 2022, Kumar apologized after public criticism and said he would step away from the endorsement.

The notices do not establish that the actors have committed a violation. They are being asked to clarify their involvement. Yet the action highlights the growing pressure on celebrities to look beyond a campaign's wording and consider how consumers actually perceive the brand.

For Shah Rukh Khan, the episode is more than another advertising controversy. It puts celebrity influence, brand responsibility and India's tightening food-safety enforcement on the same stage. What the actors say next could determine whether this remains a regulatory warning or becomes a much bigger industry debate. Business Honor asks could this controversy change how Bollywood's biggest stars choose endorsements?

FAQs

Why did Shah Rukh Khan receive an FDA notice?
Shah Rukh Khan received a notice over his appearance in an advertisement for a chewing elaichi brand allegedly linked to pan masala.

Who else received FDA notices?
Ajay Devgn and Tiger Shroff also received notices over the advertisement.

Who is Tukaram Mundhe?
Tukaram Mundhe is the Maharashtra FDA Commissioner leading intensified enforcement against food-safety violations.

Does the FDA notice prove wrongdoing by Shah Rukh Khan?
No. The notice seeks an explanation and does not by itself establish that Shah Rukh Khan violated the law.

Why are pan masala-linked celebrity ads controversial?
Critics argue that such advertisements can create indirect brand promotion for products associated with pan masala and tobacco.