The Competition Commission of Pakistan (CCP) and the Punjab Food Authority (PFA) have formally signed a Memorandum of Understanding (MoU) to enhance cooperation in combating deceptive marketing practices and strengthening consumer protection regarding food product claims and labelling.
The MoU signing ceremony took place at the Directorate General of the Punjab Food Authority’s head office. The agreement was signed by Mr. Salman Amin, Member CCP, and Mr. M. Asim Javaid, Director General PFA, underscoring the commitment of both organizations to ensure fair competition and consumer safety.
Strengthening Collaborative Efforts
During the signing ceremony, Member CCP highlighted the critical expertise of both organizations and their potential for collaboration under their respective legal frameworks. He emphasized the role of the CCP’s Office of Fair Trade and the Marketing Intelligence Unit in monitoring deceptive marketing practices and ensuring that all product claims are substantiated by credible evidence.
He further noted that PFA’s advanced technical facilities and regulatory standards will significantly contribute to this initiative, ultimately benefiting consumers and promoting fair market competition. Additionally, the integration of PFA’s testing facilities with CCP’s enforcement framework will aid in verifying the authenticity of claims made by businesses in the food and beverage sector during legal proceedings.
Role of the Punjab Food Authority
The Additional Director General of PFA provided an overview of the Authority’s extensive regional network and its expertise in the technical analysis of food products. He also elaborated on the formalized procedures established by PFA for food product label approvals, ensuring transparency and compliance with regulatory standards.
Impact of the MoU
The MoU is expected to bolster cooperation between CCP and PFA, particularly in the areas of data sharing and detailed analysis. This collaboration will support evidence-based decision-making and the effective enforcement of regulations by both entities, ultimately fostering a competitive and consumer-friendly market environment.
As per its statutory mandate under the Competition Act, 2010, the CCP is responsible for promoting and ensuring competition within Pakistan’s economy by addressing anti-competitive practices, including misleading marketing strategies. Meanwhile, the PFA, under the Punjab Food Authority Act, 2011, is tasked with establishing and enforcing food-related standards, procedures, and guidelines, including those pertaining to food businesses, labeling, and additives.
Through this strategic partnership, the CCP and PFA aim to reinforce consumer trust and ensure that businesses operate within a transparent and fair regulatory framework, ultimately enhancing the overall quality and integrity of Pakistan’s food industry.
