The Competition Commission of Pakistan (CCP) issued notices to up to 12 companies in the cosmetics industry for indulging in “greenwashing,” or misrepresenting their products as “organic or chemical free.”
The commission issued notices for the false and misleading statements made by the producers of cosmetic goods after becoming aware of their deceptive marketing, according to a statement released by the commission.
Upon conducting a preliminary investigation, the commission found that the companies had participated in “greenwashing” by falsely marketing their products as “natural, organic, sustainable, pure, and chemical free” without providing any supporting scientific data.
Such unsupported marketing claims could endanger the health of careless users in addition to deceiving consumers. According to the statement, “the notices issued by CCP may establish a significant precedent for responsible marketing practices that prioritize consumer trust and environmental integrity.”
It further stated that in order to conceal the presence of inorganic components or chemical additives, the business’s endeavors deliberately omit material information about the synthetic or chemical ingredients in their products from labels and marketing communications, or they use deceptive terminology, imagery, or labeling techniques.
Therefore, claims of the same nature, such as “100% Organic, 100% Natural, 100% Pure, 100% Satisfaction guaranteed, Pakistan’s No. 1 Skincare Brand, Pakistan’s Best Organic and Natural Brand, Pakistan’s No. 1 Online Organic Brand,” greatly appeal to consumers who are concerned about the environment.
According to the CCP, Section 10 of the Competition Act, 2010 forbids deceptive marketing techniques.
The CCP is additionally required by this statute to guarantee fair market competition for the protection of consumers. As a result, in order to genuinely assist customers in making purchases, all marketing communications must be truthful, accurate, dependable, and honest.
Marketing claims must be supported by reliable scientific data in order to stop customers from receiving inaccurate or deceptive information. According to the statement, the businesses had to compete on the basis of product quality, safety, innovation, value for money, and efficacy.
It further stated that the commission is totally dedicated to upholding the law and that any business found to have engaged in dishonest marketing tactics will be subject to harsh enforcement measures, including fines.
The CCP works with retailers, manufacturers, consumers, and other pertinent parties to guarantee fair competition and safeguard consumers’ rights in the market for beauty products.
In addition, the CCP advised customers to exercise caution and notify the commission right away of any instances of deceptive advertising, exaggerated claims, or health risks encountered.
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