Ajay Devgn filed a petition in the Bombay High Court challenging a Maharashtra FDA notice over his Vimal Elaichi ad. He argued the notice unfairly targeted him instead of the manufacturer. A bench is likely to hear the matter on November 4. The FDA claims the ads promote banned pan masala.

Ajay Devgn filed a petition in the Bombay High Court challenging a Maharashtra FDA notice over his Vimal Elaichi ad, arguing the notice targeted him instead of the manufacturer.

Ajay Devgn has now moved the Bombay High Court against the show-cause notice issued to him by the Maharashtra Food and Drug Administration (FDA), questioning his endorsement of Vimal Elaichi through its advertisement.

In his petition, as per PTI, Ajay Devgn argues that the notice was unfairly issued to him as an actor and not to the manufacturing company. A division bench of Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna is likely to hear the matter on November 4.

The FDA, while issuing notices to Ajay Devgn, Shah Rukh Khan and Tiger Shroff, who appeared in the advertisements, claimed that the 'Vimal Elaichi' advertisements indirectly promoted 'Vimal Pan Masala', a chewable product banned in Maharashtra.

About FDA's Notice To Ajay Devgn, Shah Rukh Khan And Tiger Shroff

"Upon examination of the said advertisement, it prima facie appears that the advertisement promotes the Vimal brand, which is mainly associated with Pan Masala, a product prohibited for manufacture, storage, transportation, distribution, and sale in the State of Maharashtra for a period of one year, with effect from the date specified in the Prohibition Order dated the 13th July, 2026, issued by the Commissioner of Food Safety, Maharashtra State, under Section 30(2)(a) of the FSS Act, 2006," the notice read.

The notices were served at different locations. Ajay Devgn received his notice at his residence in Juhu, while Shah Rukh Khan was served at Mannat in Bandra. Tiger Shroff received the notice through his production company, Tiger Shroff Productions LLP.

While the FDA notices created a massive controversy, none of the actors issued any statement.

The FDA has cited Section 24 of the Food Safety and Standards (FSS) Act, 2006, which bans misleading or deceptive advertisements for food products. The notices are part of the Maharashtra FDA's wider action against food safety violations. The regulator has been checking food and milk adulteration, unhealthy food sold near schools, and the sale of banned gutka and tobacco-based pan masala. In recent months, it has also stepped up inspections, seizures and action against those breaking food safety rules.