Panaji, Aug 19 (PTI) An anti-tobacco advocacy group has welcomed Maharashtra FDA’s show-cause notice to actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their advertisement for Vimal Elaichi, and called for stronger measures to prevent surrogate tobacco advertising.
Dr Shekhar Salkar, president of the National Organisation for Tobacco Eradication (NOTE), on Wednesday said the reported action was a “much-needed step” towards closing loopholes that allow tobacco companies and their surrogate brands to reach young people through high-profile advertising.
“Tobacco advertising does not always need to display a cigarette, bidi or smokeless tobacco product to influence consumers,” he said.
The Food and Drug Administration (FDA) has issued a show-cause notice to Khan, Devgn and Shroff over their advertisement for Vimal Elaichi, claiming it prima facie amounts to “indirect or surrogate” promotion of prohibited pan masala and tobacco-related products.
The use of the expression “VIMAL Elaichi” in the advertisement appeared to create an association with the Vimal Pan Masala brand and could mislead consumers while indirectly promoting the prohibited product, it said in its August 11 notice.
Surrogate advertising uses familiar brand names, packaging, celebrities and aspirational lifestyles to create brand recognition and recall, which can be particularly harmful when such campaigns reach children, adolescents and young adults.
Salkar said celebrities wield considerable influence over young people and therefore they have a special responsibility while endorsing products whose branding is closely associated with tobacco or other harmful substances.
“When a popular actor or sports personality appears repeatedly with a brand that is strongly associated with tobacco products, the message can go far beyond the product shown in the advertisement,” he said.
NOTE said regulatory scrutiny of such advertisements should form part of a broader effort to strengthen implementation of tobacco-control laws and prevent the industry from exploiting advertising loopholes.
Salkar called for strict and uniform enforcement against direct, indirect and surrogate promotion of tobacco products, including brand extensions, sponsorships, digital and social media promotions, influencer marketing and event-based promotions. PTI RPS NP
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