The Federal Competition and Consumer Protection Commission (FCCPC) of Nigeria has charged Coca-Cola Nigeria Limited and the Nigerian Bottling Company with employing deceptive trade descriptions and unfair marketing practices concerning their products, particularly regarding the label ‘Original Taste, Less Sugar.’
The FCCPC announced these findings in a statement provided to DAILY POST on Thursday, indicating that both companies violated Section 116 of the FCCPC Act and Section 124 1(a) of the Commission’s Establishment Act.
The statement detailed the outcome of a lengthy investigation, concluding that Coca-Cola Nigeria Ltd and NBC misled the public by claiming that the ‘Original Taste, Less Sugar’ variant was identical in formulation to the ‘Original Taste’ variant.
The Commission emphasized that issues related to Abuse of Dominance and the potential penalties under the FCCPA and Administrative Penalties Regulation 2020 (APR) would be addressed through further regulatory actions, with fines to be determined later.
“Accordingly, and considering that the conduct continues and remains, the Commission has entered, issued and served its Final Order on Coca-Cola and NBC on July 29, 2024. The Final Order contains the Commission’s findings:
“Misleading trade descriptions under Section 116 FCCPA by continuing to mislead consumers to believe Coca-Cola Original Taste is not materially different from Coca-Cola Original Taste ‘Less Sugar’.
“Unfair marketing tactics: Contrary to Section 124(1)(a) of the FCCPA, Coca-Cola Nigeria markets Coca-Cola Original Taste Less Sugar in packaging first, indistinguishable, and now not sufficiently distinguishable from Coca-Cola Original Taste, contrary to Sections 123(1)(a), (b), and (c) of the FCCPA”, the commission stated.
As of the report filing, Coca-Cola has not issued a response to these accusations.
