100% fruit juice? Nestle, Shezan among companies served show-cause notice for deceptive marketing practices

07:43 PM | 24 Aug, 2017
100% fruit juice? Nestle, Shezan among companies served show-cause notice for deceptive marketing practices
ISLAMABAD - The Competition Commission of Pakistan (CCP) has issued show cause notices to six fruit juice manufacturers for misleading consumers and engaging in deceptive marketing practices in prima facie violation of Section 10 of the Competition Act, 2010.

CCP conducted an inquiry after receiving a formal complaint that various fruit juice manufacturers are carrying out deceptive marketing campaigns for their products containing claims such as “100% Pure and Natural”, “Rich in Vitamins” and “No added sugar, colors or preservatives”.

The inquiry found that six fruit juice manufacturers including Nestle Pakistan Limited, Shezan International Limited, Citropak Limited, A.F. International, Sunland Foods and Maaher Food Industries (Pvt.) Limited, were making unjustifiable claims about their juice products.

Nestle Pakistan Limited claimed “100% Orange Juice” on the packaging of its product ‘Nestle Fruita Vitals Orange Juice’; Shezan International Limited  printed “100% Juice” and “Rich in Vitamins” on the packaging of its product ‘All pure’; Citropak Limited used a slogan “100% Pure” on the packaging of its juice brand ‘Fruiten’; A.F. International printed “Mango 100%” and “Pure Fruit Juice” on the packaging of its fruit juice ‘Topix’, Sunland Foods claimed “100% Pure Guava Juice”, “100% Pure Mango Juice”, “Rich in Vitamin C” and “Natural Flavors, No Artificial Colors,” on the packaging  of its fruit juice ‘Fruit Farm’ and; Maaher Food Industries labelled “From 100% Pure Fruits” on the packaging of its fruit juice ‘Country’.

Printing such claims on the packaging of these products without justification was resulting in the distribution of false and misleading information related to character, properties, suitability for use and quality of products in violation of Section 10 of the Competition Act. Moreover, such deceptive marketing practices by these fruit juice manufacturers were not only deceiving consumers but could also harm the business interest of competitors.

Show cause notices for prima facie violation of Section 10 of the Competition Act have been served on the companies, on the recommendations of the inquiry report.

In view of the importance of fair marketing practices, CCP in one of its recent orders directed that the advertising claims must be based on ‘competent and reliable scientific evidence,’ particularly if the product involves health and safety claims.

CCP is mandated under the Competition Act to ensure free competition in all spheres of commercial and economic activity, to enhance economic efficiency and to protect consumers from anti-competitive practices including deceptive marketing practices.

Hamza Rao is a member of the staff at Daily Pakistan. He can be reached at He tweets at @HamzaRaoxxx


Pakistani rupee exchange rate to US Dollar, Euro, Pound, Dirham, and Riyal - 27 Feb 2024

Pakistani currency remains largely stable against US dollar in the open market on February 27, 2024 (Tuesday).

US Dollar rate in Pakistan

In the open market, the US dollar was being quoted at 279.4 for buying and 282.3 for selling.

Euro currently stands at 303 for buying and 306 for selling while British Pound rate stands at 351.5 for buying, and 355 for selling.

UAE Dirham AED hovers at 76 whereas the Saudi Riyal saw slight increase, with new rates at 76.7.

Today’s currency exchange rates in Pakistan - 27 Feb 2024

Source: Forex Association of Pakistan. (last update 09:00 AM)
Currency Symbol Buying Selling
US Dollar USD 279.4 282.3
Euro EUR 303 306
UK Pound Sterling GBP 351.5 355
U.A.E Dirham AED 76 76.7
Saudi Riyal SAR 74.2 75
Australian Dollar AUD 181 183
Bahrain Dinar BHD 742.91 750.91
Canadian Dollar CAD 207 209
China Yuan CNY 38.82 39.22
Danish Krone DKK 40.56 40.96
Hong Kong Dollar HKD 35.7 36.05
Indian Rupee INR 3.37 3.48
Japanese Yen JPY 2.10 2.18
Kuwaiti Dinar KWD 905.46 914.46
Malaysian Ringgit MYR 58.49 59.09
New Zealand Dollar NZD 173.05 175.05
Norwegians Krone NOK 26.36
Omani Riyal OMR 725.54 733.54
Qatari Riyal QAR 76.74 77.44
Singapore Dollar SGD 207 209
Swedish Korona SEK 27.04 27.34
Swiss Franc CHF 317 319.5
Thai Bhat THB 7.76 7.91


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