The Competition Commission of Pakistan (CCP) levied fines of Rs75 million each on two frozen dessert manufacturers for falsely marketing their products as “ice cream.”
The action followed a complaint by Pakistan Fruit Juice Company (Pvt) Limited, makers of “Hico” ice cream, accusing the two companies of deceptive advertising. The complaint highlighted that the companies misrepresented their “frozen desserts” as ice cream in TV ads and social media campaigns.
The CCP initiated a formal inquiry and issued show-cause notices to Unilever Pakistan and Friesland Campina Engro, which distribute under the brands “Walls” and “Omore,” respectively.
During the hearings led by CCP members Salman Amin and Saeed Ahmed Nawaz, the commission referenced standards set by the Pakistan Standards and Quality Control Authority (PSQCA) and the Punjab Pure Food Regulations 2018. These regulations differentiate “frozen dessert” from “ice cream,” defining “ice cream” as a product made primarily from dairy ingredients and “frozen desserts” as containing a mix of milk, milk products, and vegetable oils.
