Priceless
It
was quite some time ago that the Consumer Affairs Authority (CAA) urged
all advertisers to mark the prices of the products featured in their
advertisements. While some reputed companies promptly adhered to this
regulation, many others did not pay heed. We still see advertisements in
all media without any price marking.
The CAA has now taken legal action against 40 companies that have
failed to mark prices on products featured in their advertisements.
Co-operatives and Internal Trade Minister Johnston Fernando has said
that legal action would be taken against companies which fail to display
the prices of products including refrigerators, deep freezers,
air-conditioners, push cycles, medicines, construction material, soap,
motor vehicles, hospital equipment, musical instruments and electrical
items advertised through newspapers, TV, radio and online outlets.
He said the CAA has intensified monitoring of advertisements in the
print, electronic and online media to ensure that product advertisements
carry the prices of the item(s) sold. This is for the benefit of
consumers who wish to purchase such products.
The minister said that the CAA has introduced these laws to prevent
the advertising of products without displaying prices for the benefit of
consumers. Manufacturers, importers and distributors should issue
instructions to their advertising agencies to mention the price of the
products in such advertisements.
Taking legal action against these errant advertisers is a
praiseworthy step. It is the fundamental right of a consumer to know the
price of an item. Then he can compare prices across several
stores/brands and make his choice. He or she can then decide whether to
visit a particular showroom based on that information.
Imagine the hassle if one has to visit a number of showrooms just to
know the prices ? On the other hand, a consumer armed with the knowledge
of prices beforehand can narrow down his search. Of course, the price
would not be his or her sole criterion for selecting a particular item -
there are factors such as quality, brand name, warranty/service that
come into play. But price is an important determinant for most people
and knowing about it is an advantage.
There are also many instances where prices of products are not
displayed inside showrooms either. This is a great inconvenience to
customers who have to get assistance from a salesperson just to know
about the prices. Once they know the prices, they can perhaps ask for
further information on the desired product from a passing salesperson.
Another widespread practice is saying 'price Rs. ...................
upwards' which only gives but a vague idea of the prices. It is better
to give exact prices for all models in the range of products advertised.
'Advertisers must also specify whether the quoted prices include or
exclude VAT and other taxes. Customers could be deceived otherwise.
There are also instances where stores advertise 'sales' without giving
any idea of the discounted prices or discount percentages. Sometimes a
sale percentage is quoted, without giving the original price (40 per
cent off - from what?). Again, consumers have a right to know such
information.
The stipulation on price marking should be extended to the service
sector as well. For example, an advertisement for a hair salon can
disclose how much they charge for a basic haircut. A hotel advertisement
should carry the basic room rates, a telephone service should give the
package details and so on.
Moreover, many retail stores have done away with the 'price board'
which they should be displaying especially with regard to vegetables,
fish, dried fish, fruits etc whose prices fluctuate wildly. The absence
of price indicators makes it very difficult for the customer to know the
actual prices. At some places, the prices are marked for goods sold in
loose form by weight (eg: sugar, flour, dhal), but the weight applicable
to the price indicated (eg: Rs.90 per 1 kilo) is not given. This is also
misleading.
In the end, what usually happens is that the store owner calculates
the final bill on his own and just communicates it verbally to the
customer. There is no breakdown of the unit prices or even a rudimentary
bill. Some traders naturally seize this opportunity to fleece customers.
Even in supermarkets, some of the prices are displayed in small print
which is a big hassle for most customers. Of course, in a supermarket
the customer can inspect the product itself to check the price printed
on the packaging. But this may not be possible in the case of some
products. Prices should be marked clearly and in large print. Retail or
supermarket, customers should always demand a bill for their purchases
so that any queries on damaged/expired goods can be conducted with ease.
There still are rare instances of the price not being printed on the
packaging, especially in the case of imported food items where the
importer has to paste a separate label with pricing and expiry
information. Sometimes this label is not pasted or it goes missing after
being pasted. However, some manufacturers have taken the commendable
step of requesting the manufacturer to print the Lankan rupee price on
the packaging at source. This should be done for all food items which
are imported to the country in sufficient quantities.
Matters are not helped by consumers who have little or no knowledge
of their consumer rights. If a particular retailer does not highlight
prices either in an advertisement or in-store, consumers can complain to
the CAA.
The same goes for selling damaged and expired goods. Strong deterrent
action against such traders could be the only relief for hapless
consumers islandwide. The CAA should also widen its awareness programs
for companies and traders and advertise their regulations more often for
the benefit of both sides. In other countries, these matters are taken
very seriously and it is heartening to note the CAA adopting a similar
approach here.
It is often said that the 'Customer is King' but this should be
practised in the real world. Their rights should be protected at all
times without necessarily harming the interests of the traders. It is a
balancing act that should benefit everyone.
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