Omore And Walls Face Huge Fine Over Deceptive Marketing

The Competition Commission of Pakistan (CCP) has imposed penalties of Rs. 75 million each on two manufacturers of frozen desserts for misleading consumers by falsely advertising their products as “ice cream.”

CCP initiated these proceedings on a complaint filed by M/s Pakistan Fruit Juice Company (Private) Limited, the manufacturers of “Hico” ice cream, alleging that two undertakings engaged in deceptive marketing by portraying their “frozen desserts” as ice cream through televised advertisements and social media campaigns.

CCP directed a formal inquiry into the matter and later issued show cause notices to M/s Unilever Pakistan and M/s Friesland Campina Engro, manufacturers and distributors of frozen desserts under the brand names of “Walls” and “Omore,” respectively.

The CCP bench, comprising Members Mr. Salman Amin and Mr. Saeed Ahmed Nawaz conducted these hearings. The bench while imposing the penalty in its order, inter-alia referred to the Pakistan Standards and Quality Control Authority (PSQCA) PS 969-2010 and the Punjab Pure Food Regulations 2018, which define “frozen dessert” and “ice cream” as two distinct products. Notably as per the standards, “ice cream” is made from milk, cream, or other dairy products, while “frozen desserts” are prepared from a pasteurized mix consisting of a combination of milk, milk products, and edible vegetable oils.

Additionally, a penalty of Rs. 20 million was also imposed on M/s Unilever Pakistan for conducting and disseminating false comparisons of their products as healthier to the dairy ice cream in its advertisements, which constitutes a violation of Section 10(2)(c) of the Competition Act.

The order has also referenced international jurisdictions, including the USA, Australia, and India, wherein food quality standards authorities have specified the term “ice cream” exclusively for dairy-based products. Noticeably, the Food and Drug Administration (FDA) in USA had also penalized an undertaking for marketing and misbranding its frozen dessert products by labeling them as “ice cream.”

CCP in the order has also directed the undertakings to desist from presenting frozen desserts as ice cream in their advertisements, as it leads to distribution of false and misleading information to the consumers, prohibited pursuant to section 10 of the Competition Act.

Both companies are thus required to remove such advertisements from digital platforms also and make adequate disclosure about their products. A compliance report in this regard is to be submitted to the CCP within 30 days of the Order.

In a statement shared with ProPakistani, M/s Friesland Campina Engro said,

FrieslandCampina Engro Pakistan Limited (the ‘Company’) is a globally trusted company and prides itself on adhering to the highest standards of ethical marketing. The Company believes in promoting the protection of consumer interests. Omore is a beloved household name in Pakistan and is made and marketed according to the best possible industry standards. The Company denies the charges levied by the Complainant and will challenge the Competition Commission’s order before all relevant legal forums and will strive to ensure that the interests of its consumers are secured.

“As a responsible Company which believes in maintaining the highest standards of integrity, ethics, and transparency, we remain committed to providing the best products to the people of Pakistan,” the company statement added.