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| Sunday, 22 May 2005 |
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Consumer Ombudsman : Reader response by The National Consumer Watch Reader response The Consumer Watch is appreciative of the public response to its weekly presentations in the Sunday Observer. We get the impression that the column is widely read and its contents appreciated . Indeed the public are beginning to see the need for higher standard of production and a much higher standard in the quality of services made available. It is precisely for this purpose that our organisation known as Consumer Watch established in 1944, sought public responses and comments on several matters, we have highlighted over the last few weeks. A correspondent writing to another paper referred to the poor quality of kettles produced locally compared with much higher quality Indian kettles. Granted the fact that India has a long history and experience of industrial production catering to a larger market, than is available locally, yet there is no denying the fact that in every sphere of production the need for improvement is glaring. Our mind goes back to the Indian motor car of a few years ago and the marked improvement and sophistication of India's more recent product now available locally and its competition with those from Japan and the West. Technology has advanced so far that a few days ago there was a news item that a leading motor manufacturer was producing a car that could respond to the changing moods of its driver! Can one even imagine the lights of a car responding to emotions of anger by changing its colour thereby giving a warning to on coming traffic! Apart from responding to the imperatives of stiff competition of an increasingly sophisticated market what seems essential is the need to change one's mindset and not be content with any shoddy product that is offered and available in the market. It is this that will drive the producer to keep up with international trends and produce a better product. Such an imperative also requires State support particularly at a time when foreign goods are available of much better quality at a cheaper price. Note for instance the production of footwear locally. Imported shoes and clothing can seriously undermine local productions unless the State steps in to safeguard markets and provide financial assistance. The recently established Bank for Small and Medium Term Industries with a view to assisting such industries can do much in this regard. Even with our present limitations there is much that small time producers can do to cater to local needs and even the export market. Our shirts and clothing industry has carved a niche though one has to be conscious of the pressures of globalisation. In this connection we decided to focus the attention of the public on the problems of Truth in Advertising in our recent contributions to the Consumer Watch column in the Sunday Observer and the responses we have received are truly gratifying. One of our readers complained to us about a well known photographer who had taken money for the service offered, but had put off delivering the product on several occasions much to the annoyance of the customer. When such complaints are received we have thought of sending a copy of the complaint to the provider of the service not only for his information but also to keep the complainant informed that action is being taken by us on the complaint. This interaction hopefully and overtime should improve the quality of service. Another complaint we received related to the quality of an item of food regularly advertised on TV claiming that it was 'nutritious'. The writer says that the chemicals used may well be carcinogenic and could be deleterious to health. We are not aware if the product has been scientifically analysed or not. The question however is whether a food product should carry the stamp of a scientific agency that the product contains no chemical deleterious to health. Consider again an article this week in a newspaper that plaster of paris is added to a hopper mixture in some establishments to stiffen the hopper to make it more attractive. Here again there was no reference in the article to an analysis being done to test the accuracy of the allegation. However the absence of State machinery to investigate such allegations promptly, is a serious shortcoming. We are gratified that a knowledgeable reader of our column writing to us says that the foundation of advertising as seen by mass communication experts is the intention 'to sell' and that advertising has turned out to be in this country, we quote 'mass lying, hyperbole and half truths' dreamed up by self style 'creative' people. He goes on to say "matters have reached such garbage standards with the advent of TV and radio". He points out that our contribution on Truth in Advertising a few weeks ago was "so outright and absolutely correct on the gutter standards adopted by Advertising Agencies in Sri Lanka on behalf of clients". This comment comes from a one time employee of a leading Agency! A very pertinent question is raised by a reader as to what duties are performed by Censors. This is highly relevant particularly when TV advertisements so graphically display children pulling a rope with their teeth to advertise toothpaste, or suggesting that eating a particular brand of fast-food will make them excellent sportsman. This column is aware of a father who had to provide sausages to his child who had formed the impression that regularly eating sausages will make him a world class cricketer. Censorship we know is statutorily provided for where public exhibition of films is concerned. Sometime back a Code of Ethics was drafted for exhibitors. Whether it is implemented or not we do not know- or if implemented, how effectively. TV stations also have, it is believed a system of Censorship. If so it need to make an impact on advertising on TV. The suggestion is made that pressure be brought to bear on the authorities to take legal action to prevent fraudulent advertising to ensure that some decorum enters the sphere of advertising. This suggestion is worthy of consideration though the problems of bringing this suggestion to fruition can be enormous. Above all it is public pressure on the advertisers themselves that can provide a remedy. If we can enthuse the public to send in their protests and complaints to the advertiser himself, very soon the advertiser will feel the 'heat' of public pressure and be wary and realise that profit is not the only motivating consideration. The suggestions and views we have set out above and in the earlier articles of this Consumer Ombudsman column in this newspaper are only the views of our members - The National Consumer Watch. We are grateful to this newspaper for providing us this space to articulate our views for public knowledge and consumption. We welcome the views of readers and other consumers. Please write to National Consumer Watch of Sri Lanka, 143 A, Vajira Road, Colombo 5. |
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