COPOLCO Workshop 2014

Building confidence in a business to consumer relationship

Wednesday 14th May

Amanda Long

Director General

Can business be trusted to provide consumers with the information they really need?

About Consumers International

• Global federation of consumer organisations

• 240 member organisations in 115 countries

• Independent and not-for-profit

• Global research and campaigns through and for our members

Why don’t consumers trust information from business?

‘A for performance?

Is it sustainable? Holiday dream or nightmare?

“Consumers need a simple and easy answer when deciding which product to purchase on the basis of the attributes behind the claim and its credibility.”

Ethical Trade Factfinding Process 2010

“Dove is committed to helping women realise their personal potential for beauty by engaging them with products that deliver real care.”

Unfair commercial practices hinder consumer confidence

Test-Achats wins Apple warranty case 02 Apr 2014

..only 35% of Europeans are confident buying online from sellers in other EU countries. Consumers may be

misled by false or inaccurate reviews

Can standards help suppliers communicate effectively

• Business must take responsibility to engage and adopt

existing consumer facing standards and guides and avoid cherry picking

• Space for a best practice standard on communicating information to consumers, linking these standards

Consumers confidence in a brand is driven by trust. To build this trust suppliers must make credible

claims using credible standards -wherever they do business.