The Antimonopoly Regulatory Authority - the Commission for Protection of Competition (CPC), imposed a substantial financial penalty on the retail chain "Billa Bulgaria" Ltd. The official decision provides for a property fine of 405,936 leva for a violation related to unfair commercial practice.
The reason for the penalty stems from a promotional marketing campaign in which the company presents a specific product - "Basso Blend Olive Oil" - in an extremely misleading manner. In various advertising channels - television and radio clips - inconsistent and inaccurate product names are used.
CPC experts found that the advertising messages deliberately conceal the actual composition of the oil. Although the product contains only 20% olive oil, the communication creates the impression of a high-quality pure product. At the same time, it conceals the fact that the main ingredient is sunflower oil - a full 80% of the volume.
The commission's analysis definitively describes the communication approach as manipulative. According to the specialists, there is a real risk that consumers may be misled about the nature and characteristics of the offered article.
When determining the sanction, the CPC took into account several key circumstances: the short-term nature of the violation, its classification as minor, and the constructive cooperation from "Billa Bulgaria". The imposed fine aims not only to punish but also to prevent similar commercial practices in the future.
The initial investigation started in December of last year when the regulatory body initiated the case on its own. The final decision reinforces the institution's position to protect consumer interests and ensure correct commercial communication.