Cadbury abuses Fair trade?

I came across this about cadbury in new zealand abuses fairtrade. It was said that cadbury start promoting that they are now using fair trade cocoa in the manufacture of their Dairy Milk chocolate bars late last year. However, not all their products are using fair trade cocoa, only the Dairy Milk one. So, there is critics pointed out that by making the dairy milk bars the same price as the rest even though they were being made with more expensive fair trade cocoa, Cadbury was susidising the product through sales of non-fair trade bars. This was taking sales away from their trade manufacturers and retailers who wholly supported the cause and were not just part timers.

What cadbury has been misleading consumer is the dominant label is Dairy Milk instead of its flavour. What cadbury has done is taken the well respected Fair Trade brand and applied it to one of their chocolate bars. They have made much of their commitment to the fair trade cause by using fair trade cocoa in their most popular bar. Now that they have built up goodwill for Dairy Milk being fair trade they have then made dairy milk the dominant branding on the other bars in the range using milk chocolate.

The issue here is, not all of their chocolate are made with fair trade cocoa, so this will mislead the consumer thinking they are using fair trade cocoa for all their chocolate.

However, Cadbury would call this as a tactic of marketing to promote their products. As regard to this, is it possible to report this as a misuse of fairtrade?

This is where i got this interesting article http://www.voxy.co.nz/lifestyle/cadbury-abuses-fair-trade-brand/1117/70463