Islamabad: In a significant move to enhance fair marketing and competition practices, the Competition Commission of Pakistan (CCP) and the Pakistan Advertisers Society (PAS) have agreed to expand their collaborative efforts. The partnership aims to bolster self-regulation and compliance with competition law, particularly to counter deceptive marketing tactics in Pakistan, ensuring adherence to established legal standards.
According to Competition Commission of Pakistan announcement issued on 04 September 2024, during a recent visit by the Executive Council of PAS to CCP, both parties engaged in discussions to advance their cooperation. The focus was on promoting self-regulation and ensuring strict compliance with competition laws, specifically targeting deceptive marketing practices. The PAS delegation also briefed on its pivotal role in arbitrating disputes among its members, which include leading companies from various sectors such as beverages, telecommunications, insurance, automotive, and pharmaceuticals.
Salman Amin, a member of CCP, praised the efforts of PAS and urged the society to widen its membership base across different economic sectors. He emphasized the benefits of the self-regulatory Code developed in alignment with the Competition Law, noting the added value this collaboration brings not only to current but also potential PAS members. Amin mentioned that the partnership has facilitated training sessions and joint advocacy initiatives aiming to educate member organizations about compliance. He also indicated the possibility of organizing sector-specific workshops, with experts from both CCP and PAS leading these sessions.
Mr. Qamar Abbas, Executive Director of PAS, underscored the importance of their membership, which includes prominent local and international brands, representing 85% of the total advertising expenditure in Pakistan. He highlighted the effectiveness of the Code of Advertising Practice (COAP), developed in compliance with CCP guidelines, which has significantly reduced the need for CCP’s regulatory interventions by fostering an environment of self-regulation and mutual arbitration among members.
The meeting saw representation from key figures in both organizations, including CCP’s Member Salman Amin, Director General Shahzad Hussain, and Director Maryam Zafar. From PAS, attendees included Vice Chair Ms. Asima Haq of Unilever, Mr. Qamar Abbas, Mr. Arif Aziz of Jazz, Mr. Shahzain Munir of English Biscuit Manufacturers, Syed Usman Qaiser of Jubilee Life Insurance, and Ms. Afsheen Rizavi.