CCP Enforces Order, Recovers PKR 35M in Ice Cream Case

(CCP) Enforces Order Against Frozen Dessert Manufacturers

The (CCP) has successfully enforced its order against two manufacturers of frozen desserts for misleading consumers by advertising their products as “ice cream.” The case was initiated following a complaint filed by M/s Pakistan Fruit Juice Company, alleging deceptive marketing practices.

Following an enquiry under the Competition Act, 2010, the Commission imposed penalties totaling PKR 35 million on the undertakings. Unilever Pakistan faced an additional penalty of PKR 20 million for false comparative claims.

The Commission’s order relied on standards issued by the Pakistan Standards and Quality Control Authority (PSQCA) and the Punjab Pure Food Regulations 2018, which clearly distinguish between “ice cream” and “frozen desserts.” The companies were directed to cease misleading advertisements and make adequate disclosures regarding their products.

The Competition Appellate Tribunal upheld these findings, affirming that the conduct constituted deceptive marketing under the law. This enforcement action underscores CCP’s commitment to protecting consumers from deceptive practices and ensuring fair competition in the marketplace.