ISLAMABAD, Oct 22: The Competition Commission of Pakistan (CCP) has issued a show-cause notice to Reckitt  Benckiser Pakistan Limited for violation of Section 10 of the Competition Act 2010 that deals with deceptive marketing practices.

The Reckitt & Benckiser claims in its advertisements that “nine, out of 10 women prefer Veet.” The CCP noted that the claim is being made without any reasonable basis.

Such a claim is prima facie violation of the section concerned that deals with deceptive marketing practices and prevents disseminating misleading and false information to consumers, said a spokesman for the CCP.

The spokesman said that consumer protection is an important aspect, and it is necessary to ensure that information provided to consumers through advertisement should not be false or misleading.

The misrepresentation cannot only mislead consumers but it also harms the business interests of other competitors, the CCP said.

The review over the matter was initiated by the CCP after a complaint registered by Wyeth Pakistan Limited in which it was alleged that the claim made in the marketing campaign was false and misleading.

A CCP inquiry into the matter found that Reckitt & Benckiser relied on a survey by Oasis Insights (Pvt) Limited to form the basis of their claim.

Initially, the Undertaking aired its first television advertisement with a qualifier “after using Veet”, “9/10 women prefer Veet for smooth glowing skin”, but the qualifier was omitted in print media advertisements, billboards, on shelve material and later on in the second television commercial.

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