CCP Recovers PKR 35 Million in Ice Cream Case

ISLAMABAD (Web Desk) – The Competition Commission of Pakistan (CCP) has successfully enforced its order against two frozen dessert manufacturers for misleading consumers by marketing their products as “ice cream,” recovering PKR 35 million in penalties.

The case began after a complaint by Pakistan Fruit Juice Company (Private) Limited, maker of “Hico” ice cream, alleging that Unilever Pakistan and Friesland Campina Engro engaged in deceptive advertising on television and social media.

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Following a formal inquiry under the Competition Act, 2010, the CCP determined that the companies had provided false and misleading information in violation of Section 10 of the Act. Originally, penalties of PKR 75 million each were imposed on the two firms, with an additional PKR 20 million on Unilever Pakistan for false comparative claims suggesting its frozen dessert was healthier than dairy-based ice cream.

The Commission’s order referenced Pakistan Standards and Quality Control Authority (PSQCA) regulations and the Punjab Pure Food Regulations 2018, which clearly differentiate ice cream, made from milk or cream, from frozen desserts, which may include edible vegetable oils.

The companies were directed to halt misleading marketing, remove all advertisements portraying frozen desserts as ice cream, and submit compliance reports within the stipulated timeframe. The Competition Appellate Tribunal (CAT) upheld the CCP’s findings, confirming the practices constituted deceptive marketing under the law.

The recovery of penalties reinforces the CCP’s commitment to protecting consumers, ensuring transparency in marketing, and promoting fair competition in Pakistan’s marketplace.