The Competition Commission of Pakistan (CCP) has taken action against 20 brands for allegedly misleading consumers with deceptive discount ads during the “end of season sales.” The commission has issued notices to these brands, seeking clarification on their potentially deceptive discount practices.
The Competition Commission of Pakistan (CCP) has taken action against 20 well-known brands for promoting deceptive discount ads. These brands were advertising discounts as “up to a certain percentage” during their end-of-season sales. However, the actual discounts often did not match the attractive advertisements.
The CCP explained that this type of advertising, known as “bait and switch,” misleads customers. The brands lure buyers with big discounts, only to offer smaller reductions or different, less appealing products in reality. This is considered deceptive marketing and is prohibited under Pakistan’s Competition Act of 2010.
In a recent survey of retail stores in Islamabad and Rawalpindi, the CCP found that while stores advertised significant discounts, the highest offers were usually only available on a few unpopular items. The most sought-after products were often excluded from the promotions or had very small discounts, confusing shoppers.
However, the CCP did note that some brands were transparent and offered flat discounts with clear details on which products were included. These brands were praised for their honest marketing.
The notices require clarification from the brands regarding their sales and savings announcements. According to the CCP, banners advertising discounts of “up to 50 percent” and “30 percent” are displayed in various markets.
The CCP has warned all retailers to avoid misleading ads and ensure clear information on discounts and stock availability. Brands that fail to provide satisfactory explanations or comply with the CCP’s guidelines may face enforcement action under the Competition Act, 2010. Consumers are also encouraged to be cautious and carefully check sale terms to avoid falling for deceptive offers.
The CCP remains committed to ensuring fair competition and protecting consumers from misleading marketing practices.
