Question

CASE STUDY  The Central Consumer Protection Authority (CCPA) under the Department of Consumer Affairs has notified 'Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022' with an objective to curb misleading advertisements and protect consumers, who may be exploited or affected by such advertisements. Keeping in view the sensitiveness and vulnerability of children and severe impact advertisements make on the younger minds, several preemptive provisions have been laid down on advertisements targetiµg children. Guidelines say that advertisements targeting children shall not J~ature any personalities from the field of sports, music or cinema and products which under any law require a health warning for such advertisement or cannot be purchased·by children. (Courtesy: PIB, Delhi)

With reference to the case study answer the following questions:

1. Discuss the advantages of the following media:       [5]
   1. Television
   2. Newspaper
2. Explain the various consumer rights as mentioned in the Consumer Protection.    [5]
3. What are the advantages of branding?     [5]

Answer 1

1. 
   
   1. Television: Advertisements on TV offer the following advantages: 
      1. It is more effective due to the combined impact of picture and sound
      2. The message can be repeated several times during the day
      3. There is selectivity in terms of time
      4. Illiterate people can also be approached.
   2. Newspapers: Its main advantages are:
      1. Newspapers have a wide circulation. Therefore, this medium has a very wide coverage
      2. Due to wide coverage cost per reader is low
      3. There is continuity as the message can be repeated daily
      4. There is flexibility as the message can be modified frequently
      5. Regional newspapers can be used to focus on selected areas.
2. The Consumer Rights as mentioned in the Consumer Protection Act are as follows:
   
   1. Right of Choice: A customer is fully entitled to select the goods of his choice. He can't be forced to purchase items he doesn't want to. For instance, many companies that supply gas cylinders force customers to purchase gas stoves and other accessories from them when they sign up for a new service. In a similar vein, a lot of schools require parents to purchase stationery, shoes, and clothing from them. All of these violate the right to choose since they deny that right.
   2. Right to Information: The right to information is vested in consumers. This implies that he has a right to information about the product's contents, its maximum retail price, how it was made, when it expires, how to use it properly, information from the manufacturer, warranty details, and certification of quality assurance, among other things. This makes it easier for customers to purchase goods from reputable manufacturers or sellers.
   3. Right to Safety: Using safe and secure products is a consumer's right. Both the manufacturer and the seller bear the responsibility of delivering high-quality, flawless products. The products must come with appropriate usage guidelines and precautions to follow.
   4. Right to Seek Redressal: In accordance with this right, consumers are entitled to redress against deceptive business practices and dishonest consumer exploitation. This protects consumers from exploitation and guarantees justice. This right includes monetary compensation in the form of product replacement or defect repair, subject to the customer's satisfaction. Customers can also seek assistance from consumer advocacy groups to have their complaints resolved.
   5. The Right to Consumer Education: This right states that consumers have the right to obtain the information and skills necessary to make informed decisions. The exploitation of these rights is caused by ignorance of them. They have rights that they should be aware of and must exercise. The government is assisting in educating consumers about their financial literacy rights.
3. The advantages of branding are as follows:
   
   1. Assists in product identification: Branding makes it easier for consumers to recognize and identify the product, which streamlines the transaction and uses less time and effort.
   2. Aids in product differentiation: A marketer can use branding to set their products apart from those of their rivals. This gives the company the ability to protect and manage the market for its producers.
   3. Aids in advertising: With a well-known brand, advertisements are more successful. Advertising and other mass-marketing strategies are built on branding. Without a well-known brand, an advertiser can only raise awareness of the generic product and never be certain that his product will be sold.
   4. Standardization: Customers can purchase branded goods with confidence regarding the product's quality because branding guarantees consumers a consistent standard of quality and pricing.
   5. Status symbol: Because of their high calibre, some brands end up becoming status symbols. Customers feel more satisfied when they use those brands of products, and they take pride in using them.