Strepsils ‘misleading marketing’ ads land Reckitt Benckiser in trouble as CAT upholds Rs 30m fine
ISLAMABAD – Racket Banker has been ordered to pay Rs 30 million as the Competition Appellate Tribunal (CAT) upheld the Competition Commission of Pakistan’s (CCP) findings on Strepsils on misleading claims.
The Competition Appellate Tribunal (CAT) upheld the decision against him Reckitt Banker Pakistan Limited Confirmation of Rs 30 million fine and compliance orders on its marketing of Strepsils. The tribunal agreed that the company’s advertising created a misleading impression of the product as a medicinal treatment, despite its classification as a foodstuff.
It further directed that continuous corrective advertising and clear labeling should be done to ensure that consumers are not misled about the true status of the product. The Tribunal confirmed Rs. 30 million in fines and more stringent orders aimed at correcting misleading perceptions that regulators have created in the marketplace.
A key finding at the heart of the case is that the company violated Section 10(2)(b) of the Competition Act, 2010 by presenting information that could mislead the general consumer as to what Strepsils actually is. According to the order, the product was repeatedly presented in advertising and marketing in such a way that it appeared to be a sore throat remedy, despite the fact that it had already been registered as a medicine and was currently classified as a foodstuff.
This case M/s Square Distribution & Marketing System (Pvt.) Ltd. , which alleged that the brand’s marketing obscured an important regulatory distinction, effectively maintaining a “medical aura” around a product that was no longer classified as a drug. The complainant argued that this perception could affect consumer confidence and purchase decisions.
As the Tribunal reviewed the matter, it highlighted the significant change in packaging that had taken place after the CCP came into force. He observed that the new packaging now clearly bears the words “non-medicated” in both English and Urdu, prominently placed on the front of the pack as well as on the blister strips. This was in stark contrast to earlier versions, where such revelations were rarely seen or easily ignored.
The ruling said these changes were not minor cosmetic updates but significant improvements in the way the product was presented to the public. Indeed, the Tribunal pointed out that the revised packaging itself reflected a recognition that clearer, more transparent labeling was necessary once regulatory concerns were raised.
But the results don’t end with the packaging changes. Under the CCP’s enforcement directives, Reckitt Benckiser has been ordered to issue corrective public notices in at least three widely circulated English and Urdu newspapers. These ads must make it clear that Strepsils is no longer classified as a drug but as a food product—and cannot be a one-time exercise. They should be continued on a weekly basis until full compliance is ensured.
The CCP called the ruling a strong message to the market, advertising cannot obscure legal definitions or consumer understanding. Regulators said the case reflects the broader principle that consumers have a right to know what they are buying, without ambiguity, assumptions, or “medical-sounding” feedback influencing their choices.
The post Stripsels’ ‘misleading marketing’ ads land Reckitt Benckiser in trouble as CAT upholds Rs 30 million fine appeared first on Daily Pakistan English News.
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