site.btaCommission on Protection of Competition Fines Billa Bulgaria BGN 400,000-Plus for Misleading Advertising

The Commission on Protection of Competition (CPC) has fined Billa Bulgaria BGN 405,936 for misleading advertising, citing a violation of the Protection of Competition Act, the CPC said on Monday.

The fine was imposed as part of an investigation into Billa’s advertising campaign for a product labelled Basso Blend Extra Virgin Olive Oil 20%. On television and radio, the product was promoted as Basso Blend Extra Virgin Olive Oil, while other marketing materials referred to it as Basso Blend Extra Virgin Olive Oil 20%. The advertising highlighted the olive oil content - implying high quality and origin - despite it making up only 20% of the blend. The main ingredient, sunflower oil (80%), was not clearly mentioned.

The Commission said that presenting the product without explicitly stating that it is a blend primarily made of sunflower oil is misleading and likely to influence consumers' economic behaviour. The CPC noted that the advertising was inaccurate, misleading, and carried out in bad faith.

The CPC deemed the fine appropriate and proportionate, citing the minor nature of the violation, its short duration, and Billa Bulgaria’s cooperation during the proceedings. While the infringement was not found to have had a significant negative impact on competition in the market, the fine is intended as a deterrent to prevent similar unfair practices in the future.