The Competition Commission of Pakistan (CCP) has imposed a penalty of Rs 60 million on Unilever Pakistan for deceptive marketing practices related to its hygiene products, specifically ‘Lifebuoy (Care and Protect) Soap’ and ‘Lifebuoy Hand Wash’.
The CCP’s decision follows an investigation into claims made in television commercials that were found to be misleading. The claims, including “100 percent guaranteed protection from germs,” “World’s No. 1 germ protection soap,” and “99.9 percent germ protection in 10 seconds,” were not substantiated by reliable scientific evidence. Additionally, disclaimers about these claims were printed in very small fonts, making them nearly invisible to consumers.
The CCP’s bench determined that Unilever Pakistan’s marketing tactics violated Section 10 of the Competition Act of 2010, which prohibits deceptive marketing practices. The investigation was prompted by a complaint from Reckitt Benckiser regarding the misleading claims made by Unilever’s products.
The Commission identified five specific violations of the Act, noting that the deceptive practices varied across different regions, with the most severe instances occurring in Pakistan. Despite a prior Show Cause Notice, Unilever continued to engage in these misleading practices.
In addition to the financial penalty, the CCP has directed Unilever to submit a compliance report within 30 days of the order. This action underscores the CCP’s commitment to maintaining a fair market environment and protecting consumers from misleading information.
The CCP aims to ensure that businesses provide accurate information to consumers, fostering a competitive marketplace with fair prices, high-quality products, and equitable opportunities for all businesses.