The Competition Commission of Pakistan (CCP) has imposed fines totaling PKR 35 million on two companies for falsely marketing frozen desserts as ice cream.

The action follows a complaint by M/s Pakistan Fruit Juice Company (Private) Limited, makers of “Hico” ice cream, alleging that M/s Unilever Pakistan and M/s Friesland Campina Engro misled consumers through TV and social media promotions.

After an investigation under the Competition Act, 2010, the CCP found both companies guilty of spreading false information. Unilever Pakistan faced an additional PKR 20 million penalty for claiming its frozen dessert was healthier than traditional dairy ice cream.

The Commission cited Pakistan Standards and Quality Control Authority (PSQCA) guidelines and Punjab Pure Food Regulations 2018, which clearly distinguish ice cream (dairy-based) from frozen desserts (may include vegetable oils).

Both companies have been ordered to stop deceptive marketing, remove all misleading ads, and submit compliance reports. The Competition Appellate Tribunal (CAT) has upheld these penalties.