Frozen dessert giants penalized over misleading ice cream ads

Pakistan’s competition regulator has enforced penalties totaling Rs. 35 million against two major frozen dessert manufacturers after determining that their products were promoted in a way that misled consumers into believing they were buying ice cream.

The action followed a complaint alleging that the companies marketed frozen desserts through television and social media campaigns as if they were dairy ice cream. Regulators concluded that the branding and advertising created a false impression about the nature of the products being sold.

Authorities said the decision was grounded in product definitions set under national standards and Punjab’s food regulations, which clearly distinguish ice cream from frozen desserts made with edible vegetable oils and other substitutes. One company was also penalized separately for presenting its frozen dessert as healthier than dairy-based ice cream.

The firms have been directed to stop using inaccurate descriptions, withdraw misleading promotional material and provide correct product information. The ruling strengthens consumer protection enforcement and signals closer scrutiny of food labeling and advertising practices in Pakistan.