CCP recovers Rs 35 million fine in Ice Cream mislabeling case

ISLAMABAD: The Competition Commission of Pakistan (CCP) has recovered a fine of Rs 35 million from two major companies over misleading marketing practices in the “ice cream” case.

The CCP determined that Unilever Pakistan and FrieslandCampina Engro Pakistan used deceptive marketing by advertising frozen desserts as ice cream products.

The commission determined that the companies had breached Section 10 of the Competition Act, which prohibits both misleading advertisements and deceptive marketing practices.

The CCP had previously instructed both companies to use their branding and advertising materials to show the difference between frozen desserts and actual ice cream products.

The Appellate Tribunal maintained the decision while determining that the marketing methods had been deceptive. The companies were instructed to withdraw such advertisements and ensure that accurate product information is provided to consumers.

The CCP will protect consumer rights while maintaining fair market competition because it will continue to enforce its policy against business practices that deceive customers.