In an official handout, the CCP said that the company violated Competition Act 2010. It said that the company ran a deceptive marketing campaign of Fresher juice and marketed its brand as being “100 per cent pure juice,” suggesting that it contained absolutely no additives.
It said that the packaging of the product also bore the claim “100 per cent pure juice” in bold on its front while a perusal of the back of the bottle indicated in fine print that it contained additives in the form of sucrose and acidulant.
Sucrose is a scientific name for sugar and acidulant assists in setting of gels and acts as a preservative. This contradicts the claim that Fresher juice is “100 per cent pure,” it said.
In accordance with the principles of fair competition, when an absolute claim like “100 per cent pure” is made, the company must have evidence in the form of experiments and studies to support that claim.
Al-Hilal Industries was requested to provide evidence in the form of supporting documents to substantiate its claim. “The evidence in support of the claim has not been provided despite ample opportunity,” the CCP said.
In its show-cause notice, the CCP stated that Al-Hilal Industries was misleading end-consumers. The company has been asked to submit its written arguments within 14 days and appear before a bench on October 7. It is the responsibility and obligation of the CCP to ensure free competition and protect consumers from anti-competitive behaviour and deceptive marketing practices, it said.
Published in The Express Tribune, September 22nd, 2011.
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