Kingdom Valley advertised its project as being located in Islamabad, using the name “Kingdom Valley Islamabad”. However, the CCP investigation revealed that the actual site is in Mouza Choora, Tehsil and District Rawalpindi, misleading potential buyers about the project’s location.
ISLAMABAD: In a major crackdown on deceptive marketing in the real estate sector, the Competition Commission of Pakistan (CCP) has fined Kingdom Valley (Pvt.) Limited PKR 150 million for spreading false and misleading claims about its housing project.
An investigation initiated through a suo motu notice by CCP’s Office of Fair Trade found that Kingdom Valley had falsely advertised its project as “Kingdom Valley Islamabad,” despite being located in Mouza Choora, Tehsil and District Rawalpindi. The company also misrepresented its affiliation with the Naya Pakistan Housing Program (NPHP) and the Naya Pakistan Housing and Development Authority (NAPHDA), and promoted its project as “NOC Approved” without accurate or complete disclosure.
The CCP bench, comprising Mr. Saeed Ahmed Nawaz and Mr. Abdul Rashid Sheikh, concluded that these actions violated Sections 10(2)(a) and 10(2)(b) of the Competition Act, 2010, which prohibit false or misleading marketing. A fine of PKR 75 million was imposed for each violation, amounting to a total of PKR 150 million.
Further concerns were raised over the company’s failure to submit audited financial statements, repeated non-compliance with CCP directives, and the absence of financial filings with the Securities and Exchange Commission of Pakistan (SECP) for several years—raising questions about the company’s transparency and governance.
The CCP urged consumers to remain vigilant and report any deceptive advertising or anti-competitive conduct. Complaints can be submitted via WhatsApp at 0304-0875255 or emailed to miu@cc.gov.pk.
