Keeping the customer satisfied

The European Consumer Information Centre (ECIC) on O'Connell Street in Dublin has been open for little more than a year but in that time almost 6000 people have passed through it's doors. "What we have actually found is that a lot of people don't know what they can do when faced with a problem," says Ms Anne Hynes, information officer at the ECIC. "They are not aware of the different mechanisms that are available to them. When they come to us they are amazed to discover the strong position they are in as consumers."

The ECIC started its service last December but the consumer protection movement had begun in Europe in earnest by the end of the second World War.

An increase in product variety, retailing outlets, advertising and money might have meant greater choice but it also led to increased confusion for the consumer. It became apparent that consumers would be forced into a position of weakness if something constructive was not done.

By the 1960s the world in which producers' interests were deemed more important than the consumers was gradually disappearing. The European Union, then the European Economic Community (EEC), was to the forefront of this significant shift in attitude.

In 1975, the first programme for consumer protection was drawn up by the EEC. The rights of the consumer were listed as the right to choose, to be informed, to safety, to be heard and the right to representation. We live, in the 1990s, in a consumer society. It is, say the experts, vitally important that we are aware of its impact on our lives.

The ECIC was established to this end. Set up by the European Commission in partnership with the Director of Consumer Affairs, it provides information and advice to the public about their rights as EU consumers and the benefits to them of the single market.

The centre is a walk-in consultation area where problems on a wide variety of consumer issues are dealt with on the spot. In the past 10 years, a whole range of consumer legislation has been introduced, largely as a result of our involvement in Europe. A number of informative leaflets showing exactly how the consumer benefits from such legislation are available from the centre.

For example, The Package Holidays and Trade Act (1995) ensures that you can expect what is promised in a brochure and are protected if the tour operator goes bankrupt. Food Labelling Regulations (1990) maintain that specific information must be shown on pre-packaged foodstuffs. Unfair Terms in Consumer Contracts Regulations (1995) ensure that if a term in a contract is unfair to the consumer then it can be ignored or a contract cancelled.

A network of EU supported consumer information centres operate across Europe. Consumers who experience difficulties in other countries now have an easily accessible avenue of redress. "Consumers can now be confident that their rights are protected while availing of goods or services within the European market," says Ms Hynes. "Being informed about your rights can offer a real sense of empowerment."

A major part of their service concerns the provision of information about the differences between the price of certain items across borders. The network of information centres also help consumers by investigating any difficulties experienced by them in other member states.

One such complaint by a man in Dublin who bought a faulty satellite system from a company in the UK was resolved in this way. "We contacted the local trading standards office in the UK and the company itself," said Ms Hynes. "The issue was resolved within a few weeks."

Advice has also been sought from the ECIC regarding the purchase of property in other member states. Discussions at EU level to establish a European Small Claims Court are in their final stages and a pilot scheme should be up and running some time this year. The growing number of visitors to Ireland's first consumer information centre is welcomed by its manager Mr Bernard O'Kelly. "We would like to see a situation where people are equipped with the information that would make sure these grievances don't arise," he says.

Issues concerning child and food safety will be important ones for the Centre and it's parent organisation, the Office of Consumer Affairs, in the coming year. It will also be actively involved in helping consumers adjust to a whole new monetary system with the advent of EMU.

"We are here to give information and guidance," says Mr O'Kelly. "Whether it is a tie for £5 or a coat for £500, we are committed to protecting consumer rights."

The European Consumer Information Centre is located at 13, Upper O'Connell Street, Dublin, and can be contacted on (01) 8090600 This is part 1 of a two-part series on consumer issues. Next week a selection of fifth year business students recount difficulties experienced at home and abroad in the attempt to enforce their consumer rights.