Ireland’s consumer watchdog has called for bigger fines for lawbreaking businesses after a company was fined for placing ‘Made in Ireland’ tags on jumpers actually made in Pakistan. 

Yesterday, Quills Retail Ltd pleaded guilty to two counts of breaching consumer protection law at Killarney District Court.

The business was fined €500 and was ordered to pay €1,000 in costs to the Competition and Consumer Protection Commission. 

On The Claire Byrne Show, CCPC Chairperson Brian McHugh said what Quills did was morally wrong. 

“Under consumer law, businesses cannot provide misleading information to consumers,” he explained. 

“It's really important that consumers have the right information before they make their buying decision. 

“And that information can include geographic origin where the product is from.”

Every year, the CCPC receives around 40,000 tip offs every year and carries out hundreds of inspections. 

Recently, an individual complained about the jumpers sold in Quill’s. 

The CCPC organised a surprise inspection of the company’s shops in Kenmare and Killarney.  

“We found products which were labelled as made in Ireland - but clearly they weren't made in Ireland,” Mr McHugh said. 

“They were made in Pakistan and they had the made in Pakistan labels removed.”

Quill's in Kenmare. Picture by: Alamy.com. 

Mr McHugh described this as a “misleading” practice that undermines people who actually make and sell Irish products. 

“We also have businesses in Ireland who are making products in Ireland and for them to be able to sell them,” he said. 

“It's important that made in Ireland means something and consumers can trust that it is made in Ireland.” 

If a company is found to be in breach of consumer law, a fixed payment notice can be issued. 

The CCPC also typically initiates 10 prosecutions a year. 

“We've had prosecutions against Tesco's, against Boots, against Brown Thomas and Lifestyle Sports,” he said. 

“Yesterday, we had the prosecution against Quills. 

“So we're very active in the area and we're very reliant on consumer contacts. So we really do encourage them.”

However, Mr McHugh believes there is more that the CCPC could do - if it had the power to levy greater fines on rulebreakers. 

“We absolutely want to see the ability to have higher fines, which match the breaches of the law that we see,” he argued. 

“So, the punishment must fit the crime; currently, there's not a system in place in our view to achieve that.”

Main image: Quill's in Kenmare. Picture by Alamy.com.