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The Competition Commission of Pakistan (CCP) has said that it had issued notices to 12 cosmetics companies for conducting “deceptive marketing campaigns” involving “greenwashing,” wherein they falsely labeled their products as organic and free from chemicals.
The CCP, functioning as a regulatory body, holds the primary responsibility of ensuring fair competition among all market participants and safeguarding consumers from unfair practices such as predatory behavior and price-fixing.
In its statement, the CCP underscored that Section 10 of the Competition Act, 2010, prohibits deceptive marketing practices and emphasizes the importance of “accuracy, integrity, reliability, and truthfulness” in marketing communication to enable consumers to make informed purchasing decisions.
“The Competition Commission of Pakistan has taken note of deceptive marketing tactics employed by manufacturers of beauty products and has issued notices to 12 companies regarding their misleading claims,” stated the CCP.
The preliminary investigation conducted by the CCP indicated that these companies were ostensibly involved in ‘greenwashing,’ promoting their products as ‘Natural, Organic, Sustainable, Pure, and Chemical Free’ without any scientific evidence to validate their assertions. Such baseless marketing claims not only deceive consumers but also pose potential health risks.
The notices served by CCP officials are aimed at promoting responsible marketing practices that prioritize environmental sustainability and consumer confidence.
