Ajay Devgn Moves High Court Against FDA Notice Over Vimal Elaichi Ads

Actor Ajay Devgn has approached the High Court challenging a notice issued by the Food Safety and Standards Authority, contending that the regulatory directive was arbitrarily imposed on him as a brand ambassador rather than on the manufacturing entity behind the Vimal Elaichi product.

The notice pertains to promotional campaigns for Vimal Elaichi, a popular pan masala brand, and reflects an escalating government crackdown on misleading advertisements in the tobacco-adjacent sector. Legal experts note that the move underscores a shifting regulatory landscape where endorsers are increasingly held accountable, though Devgn’s counsel argues that responsibility should rest with the producer and marketer.

According to The Hindu, the petition filed before the bench asserts that the notice lacks procedural fairness and sets a precarious precedent for other public figures associated with FMCG products. A senior advocate familiar with the case told the daily that the distinction between a brand’s promoter and its legal entity is crucial in determining liability under current food safety statutes. The Food Safety and Standards Authority has not yet issued a formal response, though officials indicated the notice was part of a broader compliance drive.

The High Court is expected to list the petition for an interim hearing within the fortnight, with observers predicting a ruling that could redefine the extent of celebrity accountability in regulated product advertising. Industry analysts suggest that if the court sides with Devgn, it may prompt brands to restructure endorsement contracts, whereas a ruling against him could embolden regulators to pursue similar actions across the entertainment and advertising sectors.