CPC fines Billa Bulgaria for misleading advertising

The Commission on protection of competition (CPC) imposed a financial penalty of BGN 405,936 on Billa Bulgaria for misleading advertising, the regulator announced on Monday.

The fine was imposed for violation of Article 32, paragraph 1, in conjunction with Article 33 of the Competition Protection Act. The paragraph states:

Misleading advertising and unauthorized comparative advertising are prohibited.”

The Commission's decision was prompted by a promotional campaign by the company advertising a product called “Basso Blend Extra Virgin Olive Oil 20%.”

In television and radio commercials, the product is presented as “Extra Virgin Olive Oil Basso Blend,” while in other advertising materials, the name “Basso Blend Extra Virgin Olive Oil 20%” is used. The messages emphasize the olive oil content, with an origin and quality suggesting a higher value, which is actually 20%, while at the same time failing to indicate the main ingredien – sunflower oil (80%).

According to the Commission, the way the product is presented, without explicitly stating that it is a blend of oils with a predominant content of sunflower oil, is misleading and has the potential to influence consumers' economic behavior.

In this case, essential information about the product's content has been deliberately omitted, and the advertising messages used are inaccurate, misleading, and unfair,” commented the CPC.

They added that, in their opinion, the penalty imposed is proportionate and justified, taking into account the nature and short duration of the infringement, its classification as minor, and the cooperation provided by the company during the proceedings.

The regulator launched proceedings against the retail chain at the end of last year.

Translated with DeepL.