Crackdown: CCP takes action against false marketing
Orders homeopathic doctor to stop airing deceptive television commercial.
the antitrust watchdog has urged the media and health sector regulators to devise guidelines to put a full stop on growing deceptive marketing practices. STOCK IMAGES
ISLAMABAD:
In the light of current advertisements and marketing practices by medicinal and healthcare service providers, the antitrust watchdog has urged the media and health sector regulators to devise guidelines to put a full stop on growing deceptive marketing practices.
The Competition Commission of Pakistan (CCP) has recommended the Pakistan Medical and Dental Council (PMDC), National Council for Homeopathy (NCH) and Pakistan Electronic Media Regulatory Authority (Pemra) to devise these guidelines.
The CCP gave the recommendation in its order passed in a case of false marketing by a homeopathic practitioner, Mian Liaqat Ali, of Liaqat Hospital, Lahore. The bench comprised commission chairperson Vadiyya Khalil, Dr Joseph Wilson, Dr Shahzad Ansar and Ikramul Haque Qureshi as members.
The CCP stated in the order that the advertisement should be accurate and should not contain false claims or misrepresentations of material fact. The advertisement also should not create false or unjustified expectations and there should be necessary disclosure to avoid misleading the consumers.
The CCP stated that in an era when health providers have begun to market their services aggressively, deceptive healthcare advertising poses significant risks to the public. Fraudulent claims may entice consumers to undergo costly, ineffective, and even more importantly, dangerous medical procedures.
The CCP initiated an inquiry after receiving complaints that the homeopathic practitioner was allegedly involved in deceptive marketing practices through television commercials and violated Section 10 of the Competition Act of 2010.
The CCP also contacted Pakistan Medical and Dental Council and College of Surgeons and Physicians in this regard.
The CCP inquiry revealed that in the commercial the homeopathic practitioner called himself a “doctor” instead of “homeopathic doctor” and claimed to cure diseases like Hepatitis A, B and C, diabetes, obesity, dandruff and vitiligo.
He also assured birth of a male child through his treatment, and offered treatment to people via telephone.
All of his claims without having reasonable basis were in violation of Section 10 of the Act. Based on these findings, a show-cause notice was issued to him.
During the hearings, his lawyer assured the commission of making suitable changes in the advertisement to address the CCP’s concerns, but no such action was taken.
On January 16, the CCP issued an interim order in the matter directing the homeopathic doctor to immediately stop his television commercial.
After concluding its proceedings in the case, the CCP issued an order disposing of the show-cause notice after the man stopped airing the advertisement on channels, filed a satisfactory written commitment with the commission that they would comply with the statement made during the hearing and filed a compliance report as per the directions of the commission.
However, the commission took a lenient view and did not impose penalties.
Published in The Express Tribune, February 13th, 2015.
In the light of current advertisements and marketing practices by medicinal and healthcare service providers, the antitrust watchdog has urged the media and health sector regulators to devise guidelines to put a full stop on growing deceptive marketing practices.
The Competition Commission of Pakistan (CCP) has recommended the Pakistan Medical and Dental Council (PMDC), National Council for Homeopathy (NCH) and Pakistan Electronic Media Regulatory Authority (Pemra) to devise these guidelines.
The CCP gave the recommendation in its order passed in a case of false marketing by a homeopathic practitioner, Mian Liaqat Ali, of Liaqat Hospital, Lahore. The bench comprised commission chairperson Vadiyya Khalil, Dr Joseph Wilson, Dr Shahzad Ansar and Ikramul Haque Qureshi as members.
The CCP stated in the order that the advertisement should be accurate and should not contain false claims or misrepresentations of material fact. The advertisement also should not create false or unjustified expectations and there should be necessary disclosure to avoid misleading the consumers.
The CCP stated that in an era when health providers have begun to market their services aggressively, deceptive healthcare advertising poses significant risks to the public. Fraudulent claims may entice consumers to undergo costly, ineffective, and even more importantly, dangerous medical procedures.
The CCP initiated an inquiry after receiving complaints that the homeopathic practitioner was allegedly involved in deceptive marketing practices through television commercials and violated Section 10 of the Competition Act of 2010.
The CCP also contacted Pakistan Medical and Dental Council and College of Surgeons and Physicians in this regard.
The CCP inquiry revealed that in the commercial the homeopathic practitioner called himself a “doctor” instead of “homeopathic doctor” and claimed to cure diseases like Hepatitis A, B and C, diabetes, obesity, dandruff and vitiligo.
He also assured birth of a male child through his treatment, and offered treatment to people via telephone.
All of his claims without having reasonable basis were in violation of Section 10 of the Act. Based on these findings, a show-cause notice was issued to him.
During the hearings, his lawyer assured the commission of making suitable changes in the advertisement to address the CCP’s concerns, but no such action was taken.
On January 16, the CCP issued an interim order in the matter directing the homeopathic doctor to immediately stop his television commercial.
After concluding its proceedings in the case, the CCP issued an order disposing of the show-cause notice after the man stopped airing the advertisement on channels, filed a satisfactory written commitment with the commission that they would comply with the statement made during the hearing and filed a compliance report as per the directions of the commission.
However, the commission took a lenient view and did not impose penalties.
Published in The Express Tribune, February 13th, 2015.