Undoubtedly, consumerism has evolved in Nigeria. From the common marketing axiom, ‘Consumer is king’, the advent of advocacy groups, and governments’ resolve to be ‘involved’ in the art and sciences of protecting today’s consumers, has raised consumer advocacy a notch higher.
For instance, the transition of the former Consumer Protection Council (CPC), to Federal Competition and Consumer Protection Commission (FCCPC), and the decision of some states, such as Lagos, to ‘domesticate’ such initiative on the home-front, through the creation of Lagos State Consumer Protection Agency (LASCOPA), and others, are clear indications that government is gradually getting serious about protecting its subjects from having their rights as consumers violated
“That I was able to get my issue resolved, in the power sector, last year, through one of these government’s agencies, FCCPC, is a clear indication that the needle here has moved,” stated Abel Ukpebor, while commenting on the issue.
Ukpebor, one of the numerous customers of Ibadan Electric Distribution Company (IBEDC), had been given a faulty pre-paid meter by the distribution company, and efforts, for over one year, to get the meter either repaired or replaced did not yield fruits, until FCCPC intervened.
“I was surprised when a new meter was brought and installed, free of charge, as a result of FCCPC’s intervention. He had been told by IBEDC, before the agency’s intervention, that I would have to buy a new metre. This experience actually gave me the re-assurance that some of these agencies of government are working,” Ukpebor added.
But, despite this soothing tale, and the groundswell in the activities of both state and non-state actors, in the ecosystem, industry watchers still believe there are still much grounds to cover, as far as consumer protection is concerned in Nigeria.
They believe Nigerians, who are not as lucky as Ukpebor, abound. They get their rights violated, by goods and services providers, on daily basis without knowing where to seek redress.
The challenges
One of the reasons identified for the continued assault on consumer rights is that of ‘ungoverned spaces’. Speaking with Brands & Marketing on the issue, a marketing practitioner, Mr. Oladele Julius, noted that the activities of government and consumer advocacy groups are only felt in some major cities and states.
“They are simply non-existent in many communities, across Nigeria. These are where I will like to refer to as ‘ungoverned spaces’. But the interesting thing is that there are consumers in those spaces. So how do you protect their rights when the activities of those in charge are only concentrated at the centre?” he asked rhetorically.
He argued that one of the positive things government and non-state actors can do to consumerism in the new year is by extending their activities beyond the cities.
“A lot of Nigerians get their rights, as consumers, violated, with nobody to turn to. For instance, despite the various avenues provided by governments at the national and sub-national levels, to seek redress, those channels can not be easily accessed by Nigerians in remote areas, whose rights are being infringed upon,” he stated.
Julius would, therefore, want the government to ensure the presence of those agencies, set up to listen to the consumers, are felt in all the 774 local government councils, across the country to make their efforts effective.
Another marketing communications expert, Martins Onoh noted that for the fight against consumer rights violation to be effective in Year 2026, the relevant authorities must have a way of coming up with a language that is accessible to all.
Onoh believed some of the communications adopted by the agencies are rather too elevated and sophisticated for the average rural dweller, who, incidentally, may need the intervention of these agencies in some areas.
“I’ll suggest they should come up with communications that speak to the people, and not above them. For instance, the existing communications can be domesticated, in different dialects. This gives the re-assurance that consumer protection is not about the elites, but for all. Through such communications, this set of consumers can be educated about their rights, and what to do immediately they realise that such rights are being violated,” he stated.
Another major obstacle, hindering the fight against consumer rights infringement, and which must be addressed in the new year, is the stoic silence, usually maintained by victims, of consumer rights violations. Industry watchers, and other critical stakeholders believe this does not help the cause of consumerism, in this part of the globe.
This much was confirmed by the Head, Public Relations, FCCPC, Mr. Ondaje Ijagwu, who argued that Nigerian consumers must speak up for the agency to act.
“FCCPC is no ghost. We thrive on information. At least when you see something, you say something. It is when we hear that we can act. Most of our exploits in the last few were actually due to some tip-offs from the public,” he added. Tribune