What You’re Eating Isn’t Ice Cream: Major Brands Fined for Misleading You
In a landmark decision, the Competition Commission of Pakistan (CCP) has imposed fines totaling Rs. 170 million on Unilever Pakistan (makers of Wall’s) and Friesland Campina Engro (makers of Omore) for misleading consumers by marketing their “frozen desserts” as “ice cream.” This ruling has stirred a debate about what truly qualifies as ice cream and how consumers are being deceived.
The Key Difference: Ice Cream vs. Frozen Dessert
According to the Pakistan Standards and Quality Control Authority (PSQCA), *ice cream must be made from dairy-based ingredients such as milk and cream.* In contrast, *frozen desserts* use a mix of dairy products and vegetable oils. Wall’s and Omore fall into the frozen dessert category because of their ingredients, but they have been marketed as ice cream for years, misleading millions of consumers.
The Complaint That Sparked the Investigation
This case began when Hico, a local ice cream brand, filed a complaint accusing the two companies of false advertising. Hico alleged that Wall’s and Omore’s extensive campaigns on TV and social media promoted frozen desserts as authentic ice cream, confusing consumers and creating unfair competition in the market.
Findings and Fines
After a detailed inquiry, the CCP found the claims to be valid. Both Wall’s and Omore were fined Rs. 75 million each for misrepresenting their products. Additionally, Unilever Pakistan was slapped with an extra Rs. 20 million fine for falsely claiming in advertisements that its frozen desserts were healthier than dairy-based ice cream. This additional fine was imposed under Section 10(2)(c) of the Competition Act, which prohibits deceptive marketing practices.
Why This Ruling Matters
The CCP’s investigation upheld Pakistani standards and referenced international cases. Regulatory bodies in countries like the USA, Australia, and India have penalized companies for similar misbranding practices. The CCP emphasized that misleading advertising distorts consumer understanding and undermines trust in the market.
What Happens Next?
The CCP has ordered both companies to:
1. Immediately stop labeling their frozen desserts as “ice cream.”
2. Remove all misleading advertisements from TV, social media, and other platforms.
3. Disclose the contents of their products to consumers to prevent further confusion.
4. Submit a compliance report within 30 days of the ruling.
A Step Toward Consumer Protection
This decision highlights the CCP’s commitment to protecting consumers and ensuring fair competition. By holding these powerful brands accountable, the CCP has set a precedent for honest advertising and transparency in the food industry.
So, the next time you reach for a tub of “ice cream,” take a closer look at the ingredients—it might just be a frozen dessert in disguise.
