The Hungarian Competition Authority (GVH) reduced Innovelle Pharma Kft.'s fine to 36.45 million forints from nearly 47 million forints imposed in 2020 for deceptive advertisements. The company cooperated and committed to enhancing its compliance program.

GVH found that from October 2016 to April 2020, Innovelle Pharma Kft. engaged in unfair commercial practices by making health claims related to its 'CalciTrio®' dietary supplements. The company exceeded permitted claims, stating its product aided calcium absorption into bones, which was deemed misleading.

GVH reminds businesses that EU regulations directly govern health-related advertising claims for food products. Only scientifically proven, authorized claims listed by the EU are allowed. Innovelle Pharma Kft. made misleading claims beyond the permitted scope, leading to unfair commercial practices.

Following the GVH decision, the company appealed. While the court upheld the violation, it ordered a new procedure regarding the fine. In the reassessment, GVH considered the company's small and medium-sized status, cooperation, and commitment to enhancing compliance for future lawful practices.

GVH emphasizes that its primary goal is not fines but ensuring compliance. By offering cooperation opportunities, businesses can significantly reduce fines through active participation in proceedings.