The Competition Commission of Pakistan (CCP) has imposed a fine of Rs. 25 million on Nishat Hyundai Motors for misleading advertising linked to the 2020 launch of its Hyundai Tucson SUV.
The penalty follows a CCP inquiry sparked by Hyundai’s Facebook Live event, where the Tucson was introduced at “introductory prices” Rs. 4,899,000 for the GLS/FWD version and Rs. 5,399,000 for the ULTIMATE/AWD variant.
The issue? These prices were available for less than a day, and the phrase “for a limited time only” was displayed in tiny, barely noticeable text.
Soon after, Hyundai raised the prices by Rs. 200,000 and wiped any trace of the earlier rates from its website and social platforms.
The CCP concluded that the company’s approach amounted to “bait advertising,” luring customers with a tempting price that vanished almost instantly.
The commission criticized Hyundai for failing to communicate the offer terms clearly and for confusing buyers.
It also pointed out that Hyundai maintains more transparent marketing practices in other countries and emphasized that Pakistani consumers are entitled to the same treatment.
This ruling serves as a strong reminder to brands: misleading the public carries a cost, and transparency in advertising is non-negotiable.