Two well-known food brands, Walls and Omore, have been hit with significant fines for misleading advertising in Pakistan and were instructed to revise their product labels.
The Competition Commission of Pakistan (CCP) imposed the fines following a complaint from Hico Ice Cream, which accused M/s Unilever Pakistan (the producer of Walls) and M/s Friesland Campina Engro (the distributor of Omore) of deceiving consumers with false marketing on television and social media.
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CCP stated that the frozen desserts did not meet the standards outlined by the Pakistan Standards and Quality Control Authority (PSQCA) PS 969-2010, nor did they comply with the Punjab Pure Food Regulations 2018.
Walls was fined Rs 20 million for falsely advertising its products as “healthier” than dairy ice cream, violating Section 10(2)(c) of the Competition Act.
The commission also cited similar misbranding cases from other countries that resulted in hefty fines and penalties. As part of the ruling, both companies were ordered to remove misleading advertisements from digital platforms and ensure their product labeling is accurate going forward.
