Fiji’s Path to Empowered Consumers: Are You Aware of Your Rights?

A comprehensive educational initiative, focused on promoting consumer rights and responsibilities, is currently being implemented in Fiji. The Consumer Council of Fiji emphasizes that many people are unaware of their consumer rights, which leaves them vulnerable to exploitation. Chief Executive Officer Seema Shandil highlights the importance of these initiatives in ensuring that consumers are well-informed and empowered to make responsible decisions.

Shandil states, “We talk about consumer rights, the different rights they have, and we go around to different community outreach programs. We also share this on our social media platforms, and if you go to our website, you will see that all consumer rights and responsibilities are clearly stated there.” She encourages consumers to feel empowered by their rights while being mindful of their responsibilities towards the environment.

Deputy Prime Minister Manoa Kamikamica supports these efforts, emphasizing that the government will assist Micro, Small, and Medium Enterprises (MSMEs) in adopting sustainable practices while also reinforcing laws against deceptive marketing tactics like greenwashing. Kamikamica reminds the community that MSMEs, which employ over 60% of the workforce, are crucial as they represent not just businesses but also families and innovators that contribute to the economic fabric of the nation.

Kamikamica underscores the value of educating youth about consumer rights, aiding them in avoiding fraud and recognizing unfair practices from a young age. This approach could contribute to a more informed and responsible generation that actively participates in the sustainability movement.

Efforts are aligned with the theme of the recent World Consumer Rights Day, “A Just Transition to Sustainable Living,” reinforcing that sustainability and consumer rights must work hand-in-hand to ensure that all individuals, especially those from disadvantaged backgrounds, have access to eco-friendly products and practices.

With ongoing initiatives aimed at raising awareness and accessibility, Fiji shows promise in paving the way for a future whereby sustainable living and responsible consumerism contribute to a healthier environment and economy for all citizens. The collaborative approach among government, businesses, and consumers highlights an optimistic pathway towards enhancing economic resilience while prioritizing the health of the planet.