MUMBAI: Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe has defended action against celebrities endorsing surrogate products, saying everyone involved in creating, publishing or sponsoring advertisements is accountable under food safety regulations.The FDA recently issued a show-cause notice and a final warning to actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearance in an advertisement for Vimal Elaichi. The department said the campaign prima facie amounted to indirect or surrogate promotion of prohibited pan masala and tobacco-related products.In an interview with news agency PTI, Mundhe said the advertisement was being examined as a possible surrogate advertisement, noting that the company had also been found selling gutkha in the past.“The issue is about Food Safety and Standards Regulations implementation. One of the regulations is about advertisement and misleading claims,” he said.Mundhe said the regulations, introduced in 2018 and effective from July 1, 2019, prohibit representations in physical, electronic, social media or other forms that state, imply or suggest claims that are untrue.Advertisers found violating these provisions would be issued notices and asked to explain why action should not be initiated against them, he said.“Everybody across the chain is responsible. It applies to all,” Mundhe said, urging those involved in advertising to familiarise themselves with FSSAI regulations governing advertisements and claims.Maharashtra has had a prohibitory order against gutkha, pan masala and related tobacco products since 2012, he said. The FDA is also cracking down on the smuggling and black marketing of prohibited tobacco products by registering FIRs, tracing their source and investigating links to companies and their directors.“Nobody is going to be spared, whether rural or urban. Those who sell, those who possess, those who process, those who manufacture, it is applicable to all,” he said.The department is also exploring the use of provisions under the organised crime law in such cases, Mundhe added.
Over 8,000 complaints resolved
Mundhe said the FDA’s online complaints portal, complaints.myfda.in, has received more than 9,000 complaints since its launch, with over 8,000 resolved in about a month.“More than 8,000 complaints are resolved, and almost 700-800 are under process,” he said.The portal allows complainants to track the status of their complaints, while the department can monitor their progress. It also has features such as automatic accountability, assignment and escalation, he said.Citizens can also approach Mundhe directly during his designated 4 pm to 5 pm public interaction period.
FDA examining other advertisements
Mundhe said the FDA’s scrutiny was not limited to tobacco-related products. Advertisements for other products are also being examined, and action would be taken wherever misleading claims or other violations are found.“Whatever the product somebody is endorsing, they have to look into the guidelines and regulations of FSSAI about advertising and claims. If wrongfulness is found, we will take action against those also,” he said.Several products are currently under examination, though Mundhe declined to disclose details, saying the department’s action was part of a broader plan.“This is a part of a plan. I can’t reveal it now and let the people know that I am taking action against a particular one at a particular time,” he said.
Action against excessive food additives
The commissioner also said the FDA would strictly enforce regulations governing artificial colors and additives when they are used beyond permissible limits in bakeries, cakes, Chinese food and other products.“Additives regulations will be implemented strictly, and we are taking action against those, and some of the actions have already started,” he said.
