Competition Tribunal Upholds Fine Against RB Pakistan for Deceptive Advertising

Islamabad: The Competition Appellate Tribunal has maintained a significant portion of the penalty imposed on Reckitt Benckiser (RB) Pakistan by the Competition Commission of Pakistan (CCP) for misleading advertising practices related to its Dettol Soap product.

According to Competition Commission of Pakistan, RB Pakistan was initially fined PKR 30 million after an inquiry supported allegations made by Unilever Pakistan concerning deceptive marketing. The inquiry revealed that RB’s claims about Dettol Soap’s germ-killing efficacy and 24-hour protection were unsubstantiated, leading to findings of violation under Section 10 of the Competition Act, 2010. Despite RB’s appeal, which resulted in a reduced penalty of PKR 15 million, the Tribunal upheld the CCP’s findings, reinforcing the need for honest advertising practices and protecting consumer interests.

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