DED launches second consumer awareness drive

The Commercial Compliance and Consumer Protection Division at the Department of Economic Development (DED) has launched its second two-week intensive consumer awareness campaign. The initiative aims at strengthening awareness among consumers about their rights and highlighting the UAE’s directives on Consumer Law No. (24) 2006.

During the first campaign, the Commercial Compliance and Consumer Protection Division spread awareness on consumer rights among 3000 traders and 1,500 sales staff at retail outlets.

In the current programme, the staff will enhance awareness on DED’s second consumer rights campaign by distributing brochures, stickers, badges, roll-ups, tent cards and posters, and also display the contact details in parking lots, sales and information counters, and window shops, which will enable customers to promptly report their concerns about consumer rights The campaign targets major shopping malls, co-operatives and supermarkets.

DED’s officials from the Commercial Compliance and Consumer Protection Division will organise visits to traders to ensure the implementation and progress of the campaign.

The Commercial Compliance and Consumer Protection Division has already distributed more than 50,000 educational leaflets at Enoc, Epco and Emarat stations in the city in an initiative designed to educate drivers and consumers about their rights and responsibilities. The Division is also working with various print and broadcast media through television and radio ads and interviews to receive consumer inquiries and respond to them to enhance their awareness. Awareness campaigns are also being planned in schools and universities through lectures by specialists.

“DED is committed to uphold the rights of consumers by inspecting retail shops and resolving any disputes that may arise between consumers and traders. We aim to raise the service standards provided by the retail sector and thus strengthen consumer confidence which will boost market competitiveness,” said Omar Bushahab, CEO, Commercial Compliance and Consumer Protection Division, DED.

The total number of consumer complaints from March 2010 to now stands at 1,701 of which 58 per cent is related to guarentees and lack of commitment to the agreement concluded between the trader and the consumer, 20 per cent related to cars - both agencies or workshops, 12 per cent related to counterfeit goods, and nine per cent related to women's salons.

“We work with concerned government authorities to control any negative trade practices, and strengthen the relationship between the trader and consumer. We intend to launch a report on consumer confidence index based on the number of complaints, and highlight the extent of consumer satisfaction on the retail sector,” said Abdulla Al Shehi, Director of Compliance and Consumer Protection at DED.

The Department of Economic Development has adopted a new “call centre” to connect with consumers and ensure their requirements and complaints are addressed adequately. The staff members are qualified to direct the complaint and give advice and information when needed.

The call centre is equipped with an automatic recording feature during the evening to deal with complaints on the clock. Consumers can also register a complaint at DED by sending an email to consumerrights@dubaided.gov.ae, or by calling Ahlan Dubai on +971 600 545555.

To complement the campaign, the Commercial Compliance and Consumer Protection Division in DED will launch a special website, www.consumerrights.ae that acts as a reference guide on consumer protection. The website provides specific instructions for consumers, including extracts regarding the UAE’s directives on Consumer Law No. (24) 2006, the responsibilities of consumers, shopping advice, and pointers to consider before making complaints on purchases. The site also includes steps to help resolve consumers’ problems with a retailer or seller.

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