AMZAT SHERIFFDEEN ADEWALE
MATRIC NO: 06076963
A PROJECT SUBMITTED IN PARTIAL FUFILLMENT OF THE REQUIREMENT FOR THE AWARD OF BACHELOR OF ARTS IN THE DEPARTMENT OF MASS COMMUNICATION, FACULTY OF MANAGEMENT AND SOCIAL SCIENCES, OLABISI ONABANJO UNIVERSITY, AGO-IWOYE, OGUN STATE.
1.0BACKGROUND TO THE STUDY
Consumer protection is defined as the efforts of the government and private organizations to ensure that the consumers are not exploited by the producers. Through consumer protection, the government ensures that the consumers derive maximum satisfaction from the goods and services available in the market. All of us are consumers. We consume things of daily use; we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, specialty goods or, industrial goods. But do we take our time to seek redress when we are sold substandard products and unsatisfactory services? Since persuasion is the ultimate tool for product advertisements, advertisers now go the full length of utilizing it in ensuring that they make profit. Most advertisers often go ahead to make unrealistic claims about their products and services in order to bait the consumer into patronizing them.
It has been established that there exist various government and non-governmental organizations whose primary functions centers around consumer protection and security. It is also known that Nigeria as a consumer nation is susceptible to dumping and other sharp practices by merchants of death, especially food, drugs and such consumables. Manufacturers and service providers themselves have put in place within their environments, consumer protection units/quality control sections to ensure that what the advertisement say is what is obtainable in the market and that the best practices of safety is strictly adhered to. Consumer protection laws are designed to ensure fair trade competition and the free flow of truthful information in the marketplace. The laws are designed to prevent businesses that engage in fraud or specified unfair practices from gaining an advantage over competitors and may provide additional protection for the weak and those unable to take care of themselves. Consumer Protection laws are a form of government regulation which aim to protect the rights of consumers. For example, a government may require businesses to disclose detailed information about products—particularly in areas where safety or public health is an issue, such as food. Consumer protection is linked to the idea of "consumer rights" (that consumers have various rights as consumers), and to the formation of consumer organizations which help consumers make better choices in the marketplace. A consumer is defined as someone who acquires goods or services for direct use or ownership rather than for resale or use in production and manufacturing. Consumer interests can also be protected by promoting competition in the markets which directly and indirectly serve consumers, consistent with economic efficiency, but this topic is treated in Competition law. Consumer protection can also be asserted via non-government organizations and individuals as consumer activism. In this study, I have chosen to examine the roles and duties of the Consumer Protection Council (CPC); a governmental protection agency and Consumer Advocacy Forum (CAFON); a NGO dedicated to the cause of helping consumers fight for their rights when it is infringed upon by selfish manufacturers and advertisers.
The Advertisers’ Practitioners Council of Nigeria (APCON) is the watch-dog over all advertisements aired or published in Nigeria to ensure that it meets recommended best practices to protect women, children and the consuming public. Despite the efforts of government and non-governmental organizations, it is noted that some...