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El-Abd for Investment, Manufacturing, and Confectionery Trade announced in an official statement today that it has submitted a formal complaint to Eng. Khaled Abdelaziz, Chairman of the Supreme Council for Media Regulation, against “Belban,” demanding the suspension of an advertising campaign that insults one of the pioneers of Egypt’s confectionery industry.
The company stated that it was shocked to find that the “Belban” store chain had released an advertisement that tarnishes the reputation of El-Abd and its late founder, Ahmed Abdel Rahim El-Abd—may he rest in peace—who was a leading figure in Egypt’s confectionery industry. He had also served as a board member of the Cairo Chamber of Commerce and as chairman of the Confectionery Division for several consecutive terms. The advertisement also misuses El-Abd’s trademark.
In the advertisement, a character is depicted wearing an old-fashioned suit similar to what the founder of El-Abd was known for, with a background design mimicking the El-Abd store logo. The word “El-Eid” is written in the same font used in the “El-Abd” logo.
Additionally, the advertisement features a decorative illustration that is a distinctive symbol of El-Abd’s trademark, along with similar colors and architectural styles used in the company’s branches. Furthermore, the character in the ad appears to be suffering from a heart attack, an unacceptable insinuation that directly disrespects the company’s founder.
El-Abd emphasized that this advertising campaign does not fall within the boundaries of fair competition but instead aims to distort the company’s image and insult its founder’s legacy. The company has already initiated legal proceedings against “Belban” to protect its commercial rights and ensure that such violations, which harm the Egyptian market and public taste, are not repeated.
The company also confirmed that it has reached out to the relevant authorities to take immediate action against any attempts to target national icons or companies that have contributed to building the Egyptian economy. It stressed that safeguarding this legacy is a national responsibility that is non-negotiable. El-Abd reaffirmed its commitment to fair competition based on quality and innovation and rejected any attempts to smear the reputation of businesses or individuals.
This offensive advertisement comes after El-Abd celebrated its 50th anniversary last year, marking its establishment as a prominent player in the Egyptian market. The company’s success story began with its late founder, Ahmed El-Abd, whose name became synonymous with integrity and excellence.
In conclusion, El-Abd addressed its customers and business partners, urging them to uphold values of respect and unity while ignoring any content that promotes harm or division. The company expressed full confidence in the Egyptian judiciary and relevant authorities to protect national businesses and uphold the reputation of the country’s confectionery industry.
