The Competition Commission of Pakistan (CCP) has taken action against 3M Pakistan over a marketing campaign involving its Scotch Brite cleaning product. The case followed a complaint from Colgate-Palmolive Pakistan, which objected to claims made about its Max Scrub product.
According to the CCP’s inquiry, 3M had promoted a comparison suggesting that Max Scrub wore out more than Scotch Brite after a 20-minute washing test. The Commission found that the comparison lacked a reasonable basis and could mislead consumers about the quality and performance of the two products.
The campaign was also found capable of affecting the business interests of the competing company. The CCP said such conduct falls under Section 10 of the Competition Act, which deals with deceptive marketing practices.
Companies are expected to support advertising claims with proper evidence and avoid information that could give consumers a false impression.
