The Competition Commission of Pakistan has called out a dozen companies marketing beauty products for deceptive marketing practices including greenwashing.
By Nusrat Shaheen
ISLAMABAD: The Competition Commission of Pakistan (CCP) Saturday took cognisance of deceptive marketing practices by 12 companies selling beauty products, issuing them notices regarding their false and misleading claims.
A CCP statement said a preliminary probe revealed that these companies were prima facie engaged in “greenwashing”, advertising their products as “Natural, Organic, Sustainable, Pure, and Chemical Free” without having any scientific evidence to support their claims.
“Such unsubstantiated marketing claims not only mislead the consumers but also pose potential health risks to unwary users”, CCP said. The notices issued by CCP set a precedent of the watchdog upholding responsible marketing practices that prioritise environmental integrity and consumer trust.
The statement said: “The undertakings in this business strategically omit the material information about the chemical/synthetic ingredients in their products from labels and marketing communications or use misleading terminology, imagery or labelling practices to hide the presence of inorganic components or chemical additives.
The CCP said consumers are significantly attracted by the deceptive assertions made by these companies, including ‘100 percent organic’, ‘ 100 percent natural’, ‘ 100 percent pure’, ‘ 100 percent satisfaction guaranteed’, ‘ Pakistan’s no.1 skincare brand’, ‘ Pakistan’s best organic and natural brand’, ‘Pakistan’s no.1 online organic brand’.
“The Competition Act, 2010 prohibits deceptive marketing practices under Section 10 of the Act”, it said. The CCP is the nation’s top watchdog mandated to ensure fair market competition for consumer protection.
The statement further said: “The CCP, therefore, calls for the accuracy, integrity, reliability and truthfulness of all marketing communications to honestly help the consumers in their purchase decisions
“Marketing claims must be substantiated with valid scientific evidence to prevent the distribution of false or misleading information to consumers. The companies must compete on the basis of safety, innovation, value for money, quality and effectiveness of their products.”
The Commission said it is fully committed to enforcing the law and any company found guilty of deceptive marketing practices would face strict enforcement actions including penalties.
“In collaboration with the consumers, producers, retailers and relevant stakeholders, the CCP aims to ensure fair competition to protect the rights of consumers in the beauty products market”, it said. “Furthermore, the CCP urges consumers to remain vigilant and promptly report to the Commission any instances of deceptive advertising, false claims or health hazards faced.”
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