OFT Launches Ad Campaign To Promote Consumer Power

The Office Of Fair Trading (OFT) has launched a major ad campaign to encourage consumers to use their power in the market-place to get businesses to respond to their needs.

The ‘It’s Your Call’ campaign, which will be fronted by BBC2’s Alvin Hall, has been created to emphasise the growing importance of consumers to the UK economy.

It proposes that greater consumer power in competitive markets will reduce the need for regulation and suggests that businesses that respond to the demands of their consumers will prosper in the process.

Commenting on the campaign, John Vickers, director general of fair trading, said: “We want to raise the emphasis on active and aware consumers. When consumers are in the driving seat, businesses will compete harder for their money. This will be good for consumers, for businesses that serve consumers and for the economy as a whole.”

The campaign will advise consumers to negotiate on price, shop around and complain if purchases are not up to standard.

Earlier this month the Financial Services Authority began enlisting the help of consumers to crack down on misleading financial adverts. The watchdog has published a set of guidelines on its website to help consumers understand the rules relating to the promotion of financial services and is encouraging them to report examples of ads they think are misleading (see FSA To Crack Down On Misleading Financial Ads).

Office of Fair Trading: 020 7211 8000 www.oft.gov.uk

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