Fijian consumers are becoming more proactive in protecting their rights, the Consumer Council of Fiji says, with a noticeable uptick in complaints, concerns and tip-offs being reported to the organisation. Chief Executive Seema Shandil told media the volume of calls and reports has risen recently, signalling a shift in consumer behaviour that she attributes to the council’s ongoing education and awareness campaigns.
“So that shows that there is a slight shift in consumer behavior, they’re becoming more vigilant, and that’s why they come into the Consumer Council and say, hey, this is the issue that we have seen in the marketplace,” Shandil said, describing how people are now more willing to flag problems they encounter. The reports cover a range of marketplace issues — from poor service and unfair trading to products that could pose health or safety risks, she said — and the council is encouraging members of the public to continue coming forward.
This update represents the latest development in a broader change of direction for the Consumer Council. In August the council announced a deliberate pivot toward an education-first, solutions-driven approach that emphasises advocacy, partnerships and consumer workshops rather than acting solely as a passive watchdog. Shandil said the recent rise in consumer reporting is an early indication that that strategy is beginning to take effect on the ground, with informed consumers better equipped to make responsible purchasing decisions.
The council’s recent outreach has included media engagement, community sessions and collaboration with businesses to raise standards and close information gaps, efforts it believes are addressing long-standing barriers to effective redress. While private-sector service delivery has improved in some areas, earlier council analysis found persistent complaints reveal wider gaps in the redress system; the current increase in tip-offs could give regulators and companies the practical evidence needed to address those problems more quickly.
For businesses, the council’s message is clear: a more vigilant public means companies will face greater scrutiny and higher expectations on transparency, safety and fairness. For consumers, Shandil framed the trend as empowering — reporting issues not only helps the individual but can protect others and prompt fixes in the marketplace. The Consumer Council is urging continued engagement from the public so it can better identify problem areas and work with stakeholders to improve standards across Fiji’s markets.
As the council monitors the pattern of incoming complaints and the effectiveness of its education campaigns, officials say the next steps will focus on turning reports into concrete solutions: resolving individual cases where possible, using aggregated information to inform advocacy, and strengthening partnerships with businesses and regulators to prevent recurring harm.
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