The Competition Commission of Pakistan (CCP) issued notices to up to 12 companies in the cosmetics industry for indulging in “greenwashing,” or misrepresenting their products as “organic or chemical free.”
The commission issued notices for the false and misleading statements made by the producers of cosmetic goods after becoming aware of their deceptive marketing, according to a statement released by the commission.
Upon conducting a preliminary investigation, the commission found that the companies had participated in “greenwashing” by falsely marketing their products as “natural, organic, sustainable, pure, and chemical free” without providing any supporting scientific data.
Such unsupported marketing claims could endanger the health of careless users in addition to deceiving consumers. The CCP notices have the potential to significantly establish a precedent for ethical marketing.
