New Delhi: Maharashtra Food Safety Commissioner Tukaram Mundhe has issued a fresh warning to celebrities endorsing food products, stressing that fame does not place anyone above the law.
In a recent social media post, Mundhe said celebrities have a responsibility to consider the impact of the products, behaviours and habits they promote. He emphasised that when food products are endorsed by public figures, public health must remain a key consideration.
The remarks come weeks after Maharashtra authorities issued show cause notices to actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearances in a Vimal Elaichi advertisement. The department alleged that the campaign amounted to surrogate advertising for Vimal Pan Masala, a product restricted in the state.
The actors were asked to respond to the notices and stop appearing in the advertisement. The matter has also reached the courts. The Delhi High Court dismissed a petition filed by the brand’s master licensee seeking to challenge the notices, citing lack of territorial jurisdiction.
Mundhe accompanied his latest message with a video featuring President Droupadi Murmu discussing the influence of film stars, particularly on young people. The message stressed that celebrities can use their public influence responsibly.
The warning comes as Maharashtra’s food safety department continues a wider enforcement drive. Thousands of inspections have been conducted, while hundreds of licences have reportedly been suspended and numerous improvement notices issued. A public complaint platform has also received thousands of complaints since its launch.
Mundhe’s aggressive enforcement campaign has, however, faced criticism from sections of the food and restaurant industry. Courts have also questioned certain departmental actions. In one case, the Bombay High Court ordered compensation to a sweets shop after its licence remained suspended despite a subsequent inspection finding substantial compliance.
Mundhe has maintained that the department’s actions are aimed at protecting public health and that licence suspensions are reserved for serious violations.
His latest message signals that the scrutiny will extend beyond food businesses to celebrities whose endorsements could influence public consumption choices.
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