The Competition Appellate Tribunal (CAT) has upheld the findings of the Competition Commission of Pakistan (CCP) against At-Tahur (Pvt.) Limited, the company behind Prema Milk, for engaging in deceptive marketing practices that violated Section 10 of the Competition Act, 2010.
The case began with a complaint from the Pakistan Dairy Association (PDA), which accused Prema of spreading misleading information through social media campaigns following a 2016 Supreme Court judgment on milk quality.
Read More: PMDC Announces MDCAT 2025 Date
According to the PDA, Prema implied that all other dairy products in the market were unfit for human consumption, promoting its own milk as the only safe option. The CCP found these claims to be baseless and likely to damage competitors’ reputations and business.
After conducting an inquiry, the CCP ruled that Prema had violated multiple provisions under Section 10, specifically clauses 10(1), 10(2)(a), (b), and (c). It imposed a fine of Rs. 35 million and instructed the company to issue a public clarification to address its misleading marketing.
Although CAT upheld the CCP’s verdict, it deemed the penalty too severe and decided to reduce the fine to Rs. 5 million. The tribunal’s decision reinforces regulatory oversight of advertising standards in Pakistan’s competitive dairy sector.
 has upheld the findings of the Competition Commission of Pakistan (CCP) against At-Tahur (Pvt.) Limited,){kind=link}