ISLAMABAD: The Competition Commission of Pakistan (CCP) has devised comprehensive guidelines regarding deceptive marketing practices being used by advertising firms.

The measures have been taken to protect the consumers against incompetent and unethical behaviour reflected in the endorsement content being disseminated by utilising various means or tools of communication. The guidelines explain various forms of deceptive marketing practices prevalent in the market and how businesses can ensure not to engage in such violations.

They draw upon issues raised in cases involving false or misleading advertising and other deceptive marketing practices that the CCP has resolved or adjudicated since 2008.

The guidelines also cover key concepts such as the principle of net general impression, material information, false and misleading information, and implied and expressed claims among others.

The guidelines also comprise general information and illustrative examples based on jurisprudence developed through the commission’s decisions over the years, intended to guide all stakeholders.

The guidelines also touch upon the method of filing a complaint, remedies available under competition law, and the enforcement powers available to the Commission. The guidelines have also been made available on the official website of CCP.

The CCP said the stakeholders should study the Competition Act in conjunction with these devised guidelines and seek legal advice where necessary.

Published in Dawn, April 4th, 2023