Notices Issued To 12 Pakistani Beauty Firms

Misleading beauty product ads prompt action in Pakistan, with twelve companies receiving notices for deceptive practices.

The Competition Commission of Pakistan (CCP) has initiated action against twelve beauty product manufacturers for allegedly engaging in misleading marketing tactics. These firms are accused of greenwashing, falsely asserting their products as Natural, Organic, Sustainable, Pure, and Chemical Free without substantiating such claims.

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According to local media reports, CCP’s intervention aims to address the deceptive nature of such advertising, which not only misguides consumers but also poses potential risks to their health. By taking action against these practices, CCP seeks to set a precedent for responsible marketing that prioritizes both environmental sustainability and consumer welfare.

The companies in question are alleged to have concealed information regarding chemical ingredients in their products and utilized misleading terminology or labeling practices.

CCP contends that these companies attract consumers by touting themselves as Pakistan’s leading Skincare Brands while misleading them about the presence of chemicals in their offerings.

Under Section 10 of Pakistani laws, deceptive marketing practices are prohibited, and CCP’s efforts aim to ensure fair competition while safeguarding consumer interests. The commission underscores the importance of marketing communications being accurate, reliable, and truthful to enable consumers to make well-informed purchasing decisions.