BRAND MATTERS: Protecting consumers right
Some years ago, I
read about the pathetic story of a young man in the South Eastern part
of the country. He had participated in the promotion of a drinks
company. He had a winning number and he approached the company
representatives. However to his chagrin, he was told the winning number
was a fake. Through this, he suffered several forms of humiliation and
harassment by the company. The end result, he lost out completely.
The above story is
a true life experience and there are several others whose stories were
not published in the media. Consumers are treated with so much disdain
and disrespect by companies. It is disheartening, to note that the
aphorism ‘In Nigeria, everything goes’ has had adverse effects on the
rights of an average consumer. Some companies even go to the extreme
extent of using security agents to intimidate harmless citizens. The
rights of consumers are being eroded on a daily basis and very soon,
consumers will pick the gauntlet against offending companies.
Consumer Protection Council’s roles
A major function of
the Consumer Protection Council (CPC) is to provide speedy redress to
consumer complaints through negotiations and reconciliations. It is
also expected to ensure that offending companies provide compensations
to aggrieved consumers.
CPC needs to
intensify its efforts and create engagement sessions to interact
directly with consumers. Though it has succeeded in handling thousands
of cases through its enlightenment campaigns, a lot needs to be done.
It should embark on a mass media campaign with the sole objective of
educating consumers on their rights. The consumers need to see CPC more
as a vibrant and dynamic organisation championing their rights and
defending their cases.
While CPC has not
been totally dormant, it needs to give its activities a huge bite to
make companies treat consumers with respect and there should be
awareness in the media about what CPC is doing to protect consumers.
This to a large extent will instil consumer’s confidence in the
organisation.
The implication of
this is that when consumers see such, they will have no doubts that
their cases will be treated with utmost importance.
The organisation
can also achieve success when it connects directly with the consumers.
The connection here may be in form of a consumer research and consumer
insights generation, wherein it sets up a veritable platform to gauge
the feelings of consumers; the result will assist it in discharging its
roles effectively.
Consumer forum is
also a potent tool to address the grievances of consumers. CPC should
set up such across the country. It is also expected that CPC publishes
cases against offending companies and penalties imposed. This will
serve as a deterrent to others.
Consumer groups
should also be encouraged to promote the interests and rights of
consumers. This is part of the roles of CPC and its support for such
organisations will serve as a buffer for CPC activities and programmes.
This is why the
activities of Consumer Advocacy Forum (CAFON) led by Sola Salako needs
to be commended. This organisation has risen to the defence of consumer
rights and has remained a viable instrument to champion the causes of
an average consumer. CAFON also needs to touch base more with consumers
and publicise its activities. It has remained a vibrant advocacy group
by focusing on several sectors.
Challenges to consumers
This comes with
serious challenges to consumers not to be docile again. It is expected
of consumers to challenge any infringement of their rights. We need to
use all available legal avenues to express our grievances. When there
is consistency, our case will receive attention. It is no longer a time
for consumers to sit in despair. Let everyone begin to shout from the
roof top to register their complaints. The onus is also on the media to
assist such consumers. The media needs to set the agenda and protect
the rights of consumers.
I foresee a
consumer revolution in the very near future. This is because any
company that maltreats consumers will face dire consequences. The
situation cannot remain like this for too long.
