The initiatives announced by the Government to bolster consumer protection signify a progressive step in safeguarding the rights of consumers in the rapidly evolving marketplace. Food and Consumer Affairs Minister, during the National Consumer Day event, unveiled several tools and measures aimed at enhancing transparency, safety, and accessibility for consumers, particularly in the context of e-commerce. One of the most notable advancements is the launch of artificial intelligence-enabled tools, including the National Consumer Helpline. This technological integration is expected to revolutionise how consumer grievances are addressed by enabling faster, more efficient dispute resolution. With AI-powered systems, deceptive marketing practices can also be identified and curbed effectively, ensuring a fairer marketplace for consumers. Such measures are crucial in an era where digital transactions dominate and consumers are often vulnerable to misleading advertisements and fraudulent activities.
The introduction of the e-maap portal and the Jago Grahak Jago mobile application further strengthens the framework for consumer education and empowerment. By providing access to information and resources, these platforms aim to equip consumers with the knowledge to make informed decisions. Informed consumers are the cornerstone of a thriving economy, and these tools underscore the Government’s commitment to fostering a culture of awareness and vigilance. Equally commendable is the proactive stance of major e-commerce players like Reliance Retail, Tata Sons, and Zomato, who have pledged to enhance online shopping safety. This collaboration between the Government and the private sector is pivotal in addressing the unique challenges posed by the digital marketplace. Such partnerships can lead to formulating best practices and standards that prioritise consumer welfare while promoting industry growth. The Government’s e-Daakhil Portal, which has achieved 100 percent adoption for online complaint filing in several states, exemplifies the potential of digital solutions in streamlining administrative processes. This initiative reinforces the accountability of businesses and service providers. The Consumer Protection Authority’s efforts to draft guidelines for regulating surrogate advertising and enforcing compliance are steps in the right direction. By leveraging technology, fostering public-private collaboration, and emphasising consumer education, India is poised to build a robust consumer rights ecosystem.
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