Pakistan’s competition regulator has imposed a PKR 150 million penalty on Mezan Beverages after formally concluding that the company engaged in deceptive marketing practices related to its energy drink products, officials confirmed.
The Competition Commission of Pakistan ruled that Mezan Beverages violated competition law by making misleading advertising claims that could influence consumer purchasing decisions. Regulators said the decision signals stricter enforcement against marketing practices that distort consumer choice in fast-moving consumer goods markets.
The ruling allows the commission to levy financial penalties and issue corrective directives against Mezan Beverages for claims regulators deemed misleading. Officials said the advertisements conveyed impressions about energy enhancement and functional benefits that the company did not adequately substantiate under competition and consumer protection standards.
The decision directly affects Mezan Beverages along with its distribution and marketing partners, and it carries implications for competing beverage manufacturers, advertising agencies, and media platforms that run product promotions. For consumers, the ruling reinforces protections against exaggerated or unverified health and performance claims.
During the investigation, the CCP reviewed advertising content, messaging, and promotional materials across multiple channels. Regulators evaluated whether the claims could mislead an average consumer about the product’s effects and concluded that the marketing breached provisions of the Competition Act on deceptive practices.
Authorities have directed Mezan Beverages to pay the fine within the prescribed regulatory timeframe, warning that non-compliance could trigger further enforcement action.
Energy drinks remain one of the fastest-growing segments of Pakistan’s beverage market, particularly among younger consumers. As consumption rises and marketing intensifies across digital and broadcast platforms, regulators have stepped up scrutiny of advertising claims tied to health and functional benefits.
Under the Competition Act, the CCP has the authority to penalize companies for misleading marketing that harms consumer welfare or distorts competition. The regulator has previously taken similar action against firms in the food, pharmaceutical, telecom, and consumer goods sectors.