In a damning blow to its brand credibility, PREMA Milk has been fined Rs. 5 million by the Competition Commission of Pakistan (CCP) for misleading and deceptive marketing practices—but critics say the penalty barely scratches the surface of the damage caused.
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The CCP’s investigation found that PREMA misled consumers by falsely claiming its milk to be “fresh” and “free from processing,” while in reality, it undergoes Ultra High Temperature (UHT) treatment and is far from raw or farm-fresh. Despite clear contradictions, the company continued pushing this narrative, banking on consumer trust and premium pricing.
“This isn’t just a case of creative marketing—it’s a calculated attempt to mislead families, parents, and children about what they’re consuming,” said a consumer rights advocate. “PREMA built a premium brand on half-truths. It’s not a mistake—it’s exploitation.”
The fine, while symbolic, is seen by many as insufficient. “Five million rupees is pocket change for a company selling ‘premium milk’ across Pakistan. Where’s the refund for thousands of consumers who paid extra under false pretenses?” said an industry expert.
Health professionals are also sounding the alarm. “Labeling UHT-treated milk as ‘fresh’ distorts public understanding of nutrition and can lead to misguided decisions for infants and patients,” said Dr. Saira Ahmed, a nutritionist.
Social media erupted following the CCP’s announcement, with many calling for a boycott of the brand and stricter regulations on food labeling. Hashtags like #BoycottPREMA and #MilkScam began trending shortly after the news broke.
The CCP has directed PREMA to immediately correct its packaging and advertisements, but consumer trust may take much longer to repair.
“This case proves one thing: premium branding doesn’t mean ethical practices,” said a Lahore-based food safety analyst. “PREMA has milked the market—and now, it’s time they’re held fully accountable.”
