The Federal Competition and Consumer Protection Commission (FCCPC) has issued a final order against Coca-Cola Nigeria Limited and Nigerian Bottling Company Limited, condemning their persistent engagement in misleading trade descriptions, unfair marketing tactics, and failure to provide clear disclosure to consumers.
According to a statement released by the commission yesterday, investigations launched in June 2019 uncovered that the companies had surreptitiously migrated their Coke brand from regular sugar to non-nutritive sweeteners without informing consumers. Furthermore, the FCCPC found that the companies had used identical packaging for different products, duping consumers and violating consumer protection laws.
“The Commission’s findings are clear: Coca-Cola and NBC have consistently failed to comply with consumer protection laws, despite repeated engagements. The companies’ actions demonstrate a deliberate business strategy to mislead consumers, with Coca-Cola Nigeria marketing Coca-Cola Original Taste Less Sugar in packaging that is indistinguishable from Coca-Cola Original Taste.
Additionally, NBC used identical packaging for both Zero Sugar and its 50:50 variant of Limca Lime-Lemon flavored drink, misleading consumers and violating consumer protection laws. The Commission found that NBC applied deceptive trade descriptions to the two variants and supplied these products to consumers, further violating consumer protection laws.
The Commission has reserved the question of Abuse of Dominance and the quantum of the penalty appropriate under the FCCPA and Administrative Penalties Regulation 2020 (APR) for further regulatory action, which will be imposed in due course,” the statement read in part.
