The Competition Commission of Pakistan (CCP) has launched an investigation into deceptive marketing practices by beauty products manufacturers, issuing notices to 12 companies for false and misleading claims.
The move comes as part of CCP’s efforts to ensure fair market competition and protect consumers from deceptive advertising tactics.
Preliminary findings from the CCP’s probe revealed that these companies were engaging in “greenwashing,” a practice where products are falsely marketed as “Natural, Organic, Sustainable, Pure, and Chemical Free” without scientific evidence to support such claims. These misleading assertions not only deceive consumers but also pose potential health risks to unsuspecting users.
The notices issued by the CCP signal a significant step towards promoting responsible marketing practices that prioritize environmental integrity and consumer trust. By cracking down on deceptive advertising, the CCP aims to uphold fair competition in the beauty products industry and safeguard consumer interests.
According to the investigation, the companies strategically omit material information about the chemical or synthetic ingredients in their products from labels and marketing communications. Instead, they use misleading terminology, imagery, or labeling practices to conceal the presence of inorganic components or chemical additives.
Consumers are often lured by these companies’ claims of being “100% Organic,” “100% Natural,” “100% Pure,” and similar assertions, as well as titles like “Pakistan’s No.1 Skincare Brand” or “Pakistan’s Best Organic and Natural Brand.” However, without scientific evidence to support these claims, consumers may be misled into purchasing products that do not meet their expectations or may even pose health risks.
Under the Competition Act, 2010, deceptive marketing practices are prohibited under Section 10 of the Act. The CCP is entrusted with ensuring fair market competition and protecting consumers from misleading advertising tactics.
As the investigation progresses, the CCP will continue to scrutinize the marketing practices of cosmetics manufacturers and take necessary action to enforce compliance with fair competition standards. By holding companies accountable for deceptive advertising, the CCP aims to promote transparency, integrity, and consumer confidence in the beauty products market.