The Competition Commission of Pakistan (CCP) has taken notice of extremely dangerous stunts featured in TV commercials by major beverage manufacturers.
These stunts promote soft and energy drinks without advising viewers not to attempt them independently, as they are performed by professional experts under proper safety arrangements and are fictional displays.
The Commission has issued letters to various beverage firms, requesting them to explain their position regarding the depiction of physical stunts with bikes, cars, and other extraordinary performances supposedly enabled by or for a few sips of the advertised drinks.
While screening such stunts does not violate Pakistan’s Competition Law, the absence of proper disclaimers advising viewers to avoid attempting these stunts amounts to withholding material information from consumers, especially young adults.
The CCP has warned these companies of their potential violation of Section 10(2)(b) of the Competition Act, 2010. This section prohibits the dissemination of false or misleading information to consumers. The non-disclosure of material information or relevant disclaimers also constitutes deceptive marketing practices and violates this section.
The Commission explained that “misleading information” refers to statements that can give a wrong impression, lead to errors in conduct, thought, or judgment, misinform due to vagueness or omission, and may not necessarily be deliberate. It further clarified that “false information” includes statements contrary to truth or fact, implying conscious wrongdoing or culpable negligence, having stricter and stronger connotations, and not readily open to interpretation.
