FCCPC – Coca-Cola and NBC guilty of misleading trade descriptions, unfair marketing tactics, and deceptive trade practices.

Coca-Cola and NBC guilty of misleading trade descriptions, unfair marketing tactics, and deceptive trade practices.– FCCPC ..Read Full Article

The Federal Competition and Consumer Protection Commission has taken action against Coca-Cola Nigeria Limited and Nigerian Bottling Company Limited for violating consumer rights.

The commission disclosed this in a statement on Friday.

The FCCPC launched an investigation in June 2019 after discovering that the companies had migrated their Coke brand to non-nutritive sweeteners without transparently disclosing the change to consumers.

“The commission was convinced based on the evidence that Coca-Cola and NBC on multiple occasions, and counts violated, and remained in violation of the FCCPA, particularly with respect to transparency, and clear disclosure obligations to their product patrons,” the statement read.

According to the FCCPC, the companies initially agreed to adopt clearer product descriptions and differentiations but later abandoned the agreement, opting for a different business strategy that failed to meet regulatory standards.

“Coca-Cola and NBC have made more spirited efforts at other interventions to address the regulatory concerns than measures to ensure compliance, and discharge from the regulatory process,” the FCCPC stated.

The Final Order issued by the FCCPC on July 29, 2024, found Coca-Cola and NBC guilty of misleading trade descriptions, unfair marketing tactics, and deceptive trade practices.

The commission has reserved the question of abuse of dominance and the quantum of the penalty for further regulatory action.

“We are committed to protecting consumers from unfair and deceptive business practices.

“Companies must comply with regulatory standards and prioritise transparency and consumer welfare,” it added.