CCP Investigates Unilever Complaint: Dettol Soap Claims Found Unsupported

Reckitt Benckiser Pays Rs. 15 Million Fine for Dettol Advertising Claims. CCP Investigates Unilever Complaint: Dettol Soap Claims Found Unsupported.

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In a significant move towards consumer protection and regulatory compliance, Reckitt Benckiser (RB) Pakistan has paid a Rs. 15 million fine imposed by the Competition Commission of Pakistan (CCP). The penalty stems from unsubstantiated claims made in Dettol Soap advertisements, which violated Section 10 of the Competition Act.

The issue first came to light when Unilever Pakistan filed a formal complaint against RB, alleging misleading advertising practices. RB’s campaign had asserted that Dettol Soap could eliminate 99.9% of germs and provide 24-hour protection against germs, cold, and flu. However, upon investigation, the CCP found these claims to be unsupported by evidence.

In response to the violations, the CCP initially imposed a Rs. 30 million fine on RB. However, the company challenged this decision before the Competition Appellate Tribunal (CAT). On July 11, 2024, the CAT upheld the CCP’s ruling but reduced the penalty to Rs. 15 million, giving RB a 60-day window to pay the amount.

After the 60-day deadline, the CCP issued a recovery notice to RB on September 26, 2024. In compliance with the Tribunal’s order, RB promptly deposited the Rs. 15 million penalty.

This case serves as a clear reminder of the importance of honest and transparent advertising practices in Pakistan. By imposing a fine, the CCP has demonstrated its commitment to protecting consumers from misleading claims and ensuring a fair and competitive marketplace.