ISLAMABAD: The Competition Commission of Pakistan (CCP), taking action against ‘fake’ advertisement of medical treatment, directed Pakistan Medical and Dental Council (PMDC), National Council for Homeopathy (NCH), and Pakistan Electronic Media Regulatory Authority (Pemra) to devise guidelines regarding the advertisements/marketing practices by such medicinal and healthcare service providers, who are deceiving the people through illusive marketing practices.
The CCP initiated an inquiry against Dr Mian Liaquat Ali of Liaquat Hospital Lahore after receiving complaints that he was allegedly involved in deceptive marketing practices through television commercial in violation of Section 10 of the Competition Act, 2010.
The order was passed by a CCP bench comprising of Vadiyya Khalil as the Chairperson, Dr Joseph Wilson, Dr Shahzad Ansar and Ikram Ul Haque Qureshi as Members.
The CCP stated that the guidelines must mention that the advertisements should be accurate and should not contain false claims or misrepresentations of material fact; must not create false or unjustified expectations; must make necessary disclosure if its absence would render the advertisement misleading; and, must have a reasonable basis regarding the claims.
CCP further stated that the in an era when health providers have begun to market their services aggressively, deceptive healthcare advertising poses significant risks to the public.
Fraudulent claims may entice consumers to undergo costly, ineffective, and even more importantly, dangerous medical procedures, which cannot be ignored.
