ISLAMABAD: The Competition Commission of Pakistan (CCP) has thrown its weight behind the Pakistan Advertisers Society (PAS), endorsing a self-regulatory mechanism designed to ensure adherence to the Competition Law by PAS member organizations in their marketing endeavors.
As per details shared by CCP, the PAS membership encompasses a diverse range of leading local and international brands, spanning sectors such as FMCG, Banks, Insurance, Telecommunication, Oil marketing, and electrical goods.Â
This collaborative forum unites marketing and advertising professionals with the shared goal of championing responsible marketing and advertising practices. In the latest development, as part of CCP’s advocacy strategy, the Commission reaffirmed its commitment to fostering competition across all economic and commercial activities in Pakistan. A pivotal aspect of this commitment is the CCP’s support for the PAS’s Code of Advertising Practice (COAP).
This endorsement marks a significant stride towards cultivating a self-regulatory framework that promotes responsible marketing and advertising activities, requiring minimal intervention from regulatory bodies. CCP officials emphasized the crucial role of truthful and fair advertising in fulfilling responsibilities towards consumers and society at large.
The CCP supports the Code due to its emphasis on promoting best professional and ethical practices in advertising. The contents of the code align closely with the provisions of the Competition Law and are intended to be self-monitored and implemented by the PAS council. The primary focus is on deterring misleading and deceptive marketing, ensuring the implementation of best practices.
During this engagement, concerns were raised about false and misleading information on digital platforms, particularly through AI, posing a growing challenge that needs collective attention to protect consumers. PAS officials expressed expectations for further expansion in their membership and welcomed training sessions for member organizations, including sector-specific training.
CCP officials commended PAS’s role as a focal point on various aspects, acknowledging its expansion as a testament to its effectiveness. The CCP delegation, led by Mr. Salman Amin (Member) along with two DGs, Mr. Shahzad Hussain, and Mr. Ahmed Qadir, engaged in constructive discussions with PAS representatives, including Mr. Qamar Abbas (Executive Director), Ms. Afsheen Rizavi (GM), Mr. Asif Aziz (Chief Business Officer-Jazz), and Syed Usman Qaiser (Head of Marketing, Jubilee Life Insurance Company Ltd).
