The Bulgarian Supreme Administrative Court has confirmed sanctions against “Proctor&Gamble International Operations” over misleading advertisement.

In July 2009, the Bulgarian Competition Protection Commission established that a “P&G” ad for their detergent Ariel Pro zim 7, broadcast in Bulgaria, did not convey clearly that multiple preliminary treatments with the product are needed in order to achieve the desired effect, i.e. to remove stains and prevent their future occurrence.

The Supreme Administrative Court believes that omitting such important information may mislead the consumer to prefer the advertised product instead of others, and may in this way redirect the consumer demand in the Bulgaria.

The judges also pointed out that an advertisement is misleading as long as it damages competition, even if the advertised product is not harming to consumers.

The Court's ruling cannot be appealed, and “P&G” will have to pay the BGN 300 000 fine. The fine was initially set at BGN 555 000 but the Supreme Administrative Court ruled to reduce it.

The Bulgarian Commission on Protection of Competition reminds consumers that even if they have not been harmed directly, they can still claim compensation under the Civil Procedure Code.

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