The FCCPC has accused Coca-Cola Nigeria and the Nigerian Bottling Company of misleading consumers with deceptive marketing practices related to the "Original Taste, Less Sugar" variant. The companies face regulatory action for violating consumer protection laws.
The Federal Competition and Consumer Protection Commission (FCCPC) has officially accused Coca-Cola Nigeria Limited and the Nigerian Bottling Company (NBC) of engaging in misleading trade descriptions and unfair marketing tactics. The allegations focus on the branding and advertising of the "Original Taste, Less Sugar" variant of Coca-Cola products.
In a statement released on Thursday, the FCCPC detailed the findings of a comprehensive investigation. The commission found that Coca-Cola Nigeria and NBC violated sections 116 and 124(1)(a) of the FCCPC Act. Specifically, the companies were accused of falsely presenting the "Original Taste, Less Sugar" variant as identical in formulation to the original "Original Taste" Coca-Cola, thereby misleading consumers.
The commission noted that the deceptive marketing practices have been ongoing, with the companies packaging and promoting the "Original Taste, Less Sugar" variant in a way that makes it indistinguishable from the original product. This tactic, the FCCPC stated, contravenes several provisions of the FCCPC Act, including sections 123(1)(a), (b), and (c), which pertain to honest marketing and consumer protection.
The FCCPC's investigation revealed that Coca-Cola and NBC's marketing strategy aimed to capitalize on consumer familiarity with the "Original Taste" branding, despite the "Less Sugar" variant having a different formulation. This practice, according to the commission, constitutes an abuse of dominance in the market and warrants regulatory action.
In response to these findings, the FCCPC has issued a Final Order to Coca-Cola and NBC on July 29, 2024. The order outlines the commission's conclusions regarding the misleading descriptions and unfair marketing tactics, and it indicates that further penalties will be imposed under the Federal Competition and Consumer Protection Act (FCCPA) and the Administrative Penalties Regulation 2020 (APR).
The FCCPC emphasized that the deceptive conduct by Coca-Cola Nigeria and NBC is ongoing, and it remains vigilant in ensuring that consumer rights are protected. The commission urged the companies to cease their misleading practices and comply with regulatory standards to maintain transparency and fairness in the market.
As of the time of reporting, Coca-Cola Nigeria has not issued a statement in response to the FCCPC's accusations. The unfolding situation continues to attract significant attention from both consumers and industry stakeholders, highlighting the importance of honest marketing and corporate accountability in Nigeria.
