Islamabad, Oct 2: Dettol Soap Manufacturer Fined Rs. 15 Million for False Advertising Claims
In accordance with the Competition Commission of Pakistan’s (CCP) directive concerning unverified claims in advertisements that contravene Section 10 of the Competition Act, Reckitt Benckiser (RB) Pakistan has paid a Manufacturer Fined Rs. 15 Million
This payment reflects a positive commitment from businesses to adhere to regulatory standards.
The matter was initially raised through a formal complaint by Unilever Pakistan, which accused Reckitt Benckiser of deceptive advertising practices. RB’s campaign asserted that Dettol Soap could kill 99.9% of germs and provide 24-hour protection against germs, colds, and flu.
After conducting a comprehensive investigation, the CCP determined that Reckitt Benckiser’s claims about were unfounded and violated Section 10 of the Competition Act, 2010, resulting in a penalty of Rs. 30 million.
RB subsequently appealed the CCP’s findings to the Competition Appellate Tribunal (CAT). On July 11, 2024, the Tribunal upheld the CCP’s decision but reduced the penalty to Rs. 15 million, granting RB 60 days to pay the fine.
Following the expiration of the 60-day period stipulated in the Tribunal’s ruling, the CCP issued a recovery notice to RB on September 26, 2024. In response, RB swiftly paid the Rs. 15 million fines, fully complying with the Tribunal’s order.
