PEMA TSHOMO
Thimphu
To empower businesses and consumers with knowledge regarding consumer protection, the Competition and Consumer Affairs Authority (CCAA) under the Ministry of Industry, Commerce and Employment recently conducted a business advocacy and consumer education program across Trongsa, Bumthang, and Mongar Dzongkhags.
This intensive program targeted the Consumer Protection Act of Bhutan 2012, Consumer Protection Rules and Regulations, market standardization practices, and national competition policy.
The Consumer Empowerment and Economic Divisions (CEED) of CCAA spearheaded the program, collaborating with the Regional Office of Industry, Commerce, and Employment (ROICE) and the Dzongkhag Administration. The business advocacy program provided training to 672 businesses across three Dzongkhags.
These businesses received valuable insights on consumer rights and responsibilities, proper display of pricing information, usage of certified weights and measures, packaging and labeling standards, and the importance of issuing money receipts.
Additionally, the program addressed general business duties, unfair trade practices with real-world examples, e-commerce regulations, and the National Competition Policy 2020.
Recognizing the vulnerability of certain consumer groups, the CCAA also conducted targeted education programs for students, monks, and villagers. A total of 971 consumers participated in these sessions, gaining a deeper understanding of their rights as consumers.
The program equipped them to make informed decisions and identify unfair business practices. Topics covered during these sessions mirrored the business advocacy program, with a focus on empowering consumers to navigate the marketplace effectively. Participants learned about recognizing scams, lodging complaints, and the redress mechanisms available.
The CCAA program evaluation highlighted the success of the initiative. Feedback from participants indicated a high level of satisfaction with the program’s content, delivery, and materials. Participants particularly appreciated the sessions on pyramid schemes, consumer rights and responsibilities, and the informative presentations. Areas for improvement included program venues, facilities, and duration.
While the business advocacy and consumer education programs represent a significant step towards a more informed and empowered marketplace, the CCAA’s report also sheds light on its efforts to address unfair business practices. In May 2024, the CCAA registered a total of nine consumer complaints. Out of these, seven complaints were successfully resolved, with the remaining two undergoing investigation and mediation.
The report highlights that 89 percent, or a vast majority of these complaints, were individual grievances seeking compensation from businesses for breaches of terms and conditions. Price misrepresentation and other unethical practices formed the remaining 11 percent of complaints.
Market surveillance is another crucial aspect of the CCAA’s work. In May 2024, CCAA teams inspected a total of 590 establishments across Pemagatshel, Samdrup Jongkhar, and Sarpang Dzongkhags, including Gelephu Thromde. These inspections covered a wide range of businesses, with groceries, hotels and restaurants being the most common.
The CCAA’s role in market surveillance extends beyond inspections. The report details how the CCAA facilitates refunds to aggrieved consumers, directs businesses to take corrective measures to comply with market standards, and imposes fines for non-compliance. Notably, the CCAA collaborates with the Bhutan Food and Drug Authority (BFDA) to seize expired food products, further ensuring consumer safety.
The CCAA’s efforts go beyond enforcement actions. The report emphasizes the CCAA’s commitment to providing advisory services to both businesses and consumers. This collaborative approach fosters a marketplace environment that prioritizes fair competition, consumer protection, and responsible business practices. By empowering consumers and businesses with knowledge, the CCAA is laying the groundwork for a more robust and sustainable Bhutanese economy.
The CCAA’s report provides valuable insights into its ongoing efforts to protect consumers and promote a healthy business environment in Bhutan. The success of the business advocacy and consumer education programs demonstrates the CCAA’s commitment to empowering all stakeholders within the marketplace.
The report also highlights the vigilance of the CCAA in addressing unfair business practices and ensuring consumer safety through market surveillance and collaboration with other regulatory bodies. As the CCAA continues its work, Bhutan can look forward to a future where consumers are informed and protected and businesses operate within a framework that fosters fair competition and responsible practices.
