The Competition Commission of Pakistan (CCP) has imposed a Rs10 million fine on 3M Pakistan (Private) Limited over what it determined was deceptive marketing involving its Scotch-Brite product.
The case followed a complaint by Colgate-Palmolive Pakistan Limited regarding a promotional campaign comparing Scotch-Brite with its competing Max Scrub product. According to the complaint, a video showed both products being washed for 20 minutes, after which Max Scrub appeared to have deteriorated significantly while Scotch-Brite remained in better condition.
The CCP investigated the matter and issued a show-cause notice to 3M Pakistan. The company challenged the authenticity and reliability of the video and argued that the demonstration had been carried out by an employee in his personal capacity without company authorization.
However, the Commission found that Muhammad Imran, who was serving as Regional Sales Manager at the time, had acknowledged conducting the comparison. The CCP determined that the demonstration was connected to his official responsibilities and formed part of a marketing campaign commissioned by 3M Pakistan.
The Commission said comparative advertising must have a reasonable basis and adequate evidence to support claims about competing products. It concluded that 3M Pakistan had failed to substantiate the comparison.
The CCP also considered a third-party laboratory report submitted by Colgate-Palmolive, which found the two products to be of similar quality. The report was not rebutted by 3M during the proceedings.
The company has been ordered to pay the Rs10 million penalty within the prescribed period and submit a compliance report within 60 days. It has also been directed to avoid repeating similar marketing practices. Failure to comply will attract an additional Rs50,000 penalty for each day of default.
