Reckitt Benckiser Pays Rs. 15 Million Fine For Misleading Dettol Ads – Startup Pakistan

Reckitt Benckiser (RB) Pakistan has paid a fine of Rs15 million for misleading advertisements related to its Dettol soap, following a decision by the Competition Commission of Pakistan (CCP). The fine was imposed due to claims made in the advertisements that Dettol soap kills 99.9% of germs and provides 24-hour protection. Upon investigation, these claims were found to be unproven, violating Section 10 of the Competition Act, 2010, which prohibits false and misleading advertising.

Initially, RB was fined Rs30 million by the CCP for the violation. However, after filing an appeal, the company’s penalty was reduced to Rs15 million. Following the CCP’s ruling and the issuance of a recovery notice, Reckitt Benckiser promptly paid the fine, demonstrating its willingness to comply with regulatory requirements and maintain good standing with local authorities.

This case highlights the importance of ensuring that all marketing claims are supported by factual evidence, as misleading advertisements can result in significant legal consequences. The CCP’s decision reinforces the need for companies to adhere to transparent and accurate advertising practices, especially when promoting health-related products like soaps and sanitizers.

Reckitt Benckiser’s quick response in settling the fine also reflects the company’s commitment to complying with local laws and regulations, ensuring that it continues to operate responsibly within Pakistan’s business environment. The case serves as a reminder for other companies to review their advertising strategies to avoid similar penalties in the future.