The Competition Commission of Pakistan (CCP) has fined Unilever Pakistan Rs. 60 million for making false claims in TV ads about its Lifebuoy soap and hand wash.
The CCP found that Unilever’s ads included misleading statements like “100 percent guaranteed protection from germs,” “World’s No. 1 germ protection soap,” and “99.9 percent germ protection in 10 seconds.” These claims were not backed by reliable scientific evidence, and the small disclaimers on the ads were hard to read.
The CCP’s investigation started after a complaint from Reckitt Benckiser, another company in the hygiene market. They discovered that Unilever’s claims were deceptive and that the company continued these practices even after being warned.
The CCP’s order noted that Unilever used different misleading claims in different countries, but the worst deceptions were found in Pakistan. In addition to the fine, the CCP has required Unilever to submit a report on how they will correct their practices within 30 days.
The CCP aims to ensure fair marketing practices, protect consumers, and provide a level playing field for all businesses.
