As many as 12 firms linked to beauty industry were served notice by the Competition Commission of Pakistan for engaging in “greenwashing” by falsely labelling their products as “organic or chemical free”. A statement released by the commission stated that it took cognizance of deceptive marketing by the beauty products’ manufacturers and issued notices for their false and misleading claims. The commission’s preliminary probe revealed that the firms prima facie engaged in “greenwashing”, advertising their products as “natural, organic, sustainable, pure, and chemical free” without having any scientific evidence to support their claims.
