OUR STAFF REPORTER ISLAMABAD - The Competition Commission of Pakistan (CCP) has issued a show cause notice to SC Johnson & Son Pakistan Limited for prima facie violations of Section 10 of the Competition Act, 2010 that deals with deceptive marketing practices. The show cause notice has been issued to SC Johnson & Son Pakistan Limited for making a claim in their advertisements of Baygon being No 1 in Pakistan without any reasonable basis and disseminating misleading and false information to the consumers, which is capable of harming the business interest of competing undertakings. M/s Reckitt Benckiser Pakistan Limited filed a complaint with CCP alleging that Johnson & Son Pakistan Limited has recently launched a marketing campaign through print and electronic media all across Pakistan for Baygon and claiming their brand to be No 1 in Pakistan which is false, deceptive and misleading. It was also alleged that the claim in the marketing campaign lacks a reasonable basis, related to character, suitability for use or quality of goods in violation of Section 10 of the Competition Act, 2010 and is capable of harming the business interest of the complainant. CCP conducted an enquiry and based on the findings of the enquiry report, it has been stated in the show cause notice that on the basis of the AC Neilson Retail Audit Survey, the product of Reckitt Benckiser Pakistan Limited under their brand Mortein has an overall market value share of 39.7pc in Pakistan while SC Johnson & Son Pakistan Limiteds products under the brand Baygon has an overall market value share of 5.7pc in Pakistan. It was stated in the show cause notice that prima facie, the overall impression of the advertisement of the S.C. Johnson & Son Pakistan Limited is that Baygon has been awarded the Brand of the Year 2010 Award for the entire range of its products and on the basis of this award Baygon is No 1 in Pakistan for the entire range of its products and is best to fight dengue. When the overall net impression of the advertisement is taken into account and interpreted with the Certificate of the Brand of the Year 2010 provided by the undertaking, it appears that the advertisement pertains to all the products of the undertaking under their brand 'Baygon, whereas the award certificate only grants recognition to the Aerosol products and when the dengue fever is on the rise amongst the general public and is increasingly becoming an epidemic in Pakistan, the marketing campaign of the undertaking has the tendency to mislead the consumers. Through the show cause notice, M/s SC Johnson & Son Pakistan Limited, has been called upon to reply of show cause in writing within fourteen (14) days and to appear and avail the opportunity of hearing before CCP on 14 November 2011 and explain as to why an appropriate order and/or penalty for the said violations be not imposed on the undertaking.