European Consumer Centre, Dublin Information and Education of Consumers Budapest, April 2005 10 million people living in Hungary, part of a Union of 450 million in the EU. Almost all are consumers, even the children, who are targeted by ads as much as adults. Businesses want people to but goods and services, we, the consumer organisations want people to buy safely and in the knowledge that they have consumer rights to protect them. (Some businesses are unscrupulous). It’s a lot of people to get a message through to.   Some people, of course, already know they have rights, and indeed what those rights are. Speaker: Tina Leonard, Manager ECC www.eccdublin.ie

The Consumers 48.5% feel they have a high level of consumer protection in own country 20% feel they are protected in other EU countries

Ireland: The Consumer Scene National Agencies/government - National issues enforcement, information European Consumer Centre - Cross-border issues information, assistance, projects, feedback

ECC Network GOAL: To promote consumer confidence in the Internal Market HOW: Through solving consumer disputes Through information provision and education

ECC Network Currently 23 ECCs across Europe Information on consumer rights in the EU Assist consumers with cross-border disputes Participate in pan-European projects Feedback information to European Commission

Key channels of general information provision (1) Education Schools Universities Retailers

Key channels of general information provision (2) Publications Website Press release Media articles/interviews Advertising Promotions Outreach programme

Publications

Website

Press releases News item Latest ‘scam’ to watch out for Publication of leaflet or report Publication of project / survey results ECC Dublin - 11 press release in 2004 - 144 media articles/interviews plus regular newspaper and radio slots

Advertising

Advertising

Advertising

Promotions What is the justification for the promotion? Know your target audience Is there a general or a specific message? Where will the message be seen by the target audience? Shops, airport, travel agent, online etc. What is the goal? (There may be more than one) How will you measure success?

Outreach Presentations to: Schools Universities Community groups Other information providers

Case study: air passenger rights Context: New air passenger rights legislation 17/02/05 Increase in complaints regarding air travel Goals: Inform consumers about their rights. Develop dialogue with airlines regarding complaints.

Case study: air passenger rights Informing consumers Leaflet Press release Luggage tag distribution at airport Result Media articles / interviews Increase in requests for information on air passenger rights

Case study: air passenger rights

Case study: air passenger rights

Case study: air passenger rights Developing a dialogue with airlines Report analysing complaints against airlines in 2003 & 2004 Market research commissioned regarding consumers’ experiences of complaints against airlines. Result Meetings with airlines Follow up cooperation of complaint handling

Price comparisons Within a country Within the EU Examples: - Comparing prices of ordinary goods in Dublin and Belfast Postal service in EU price comparison

Final words Solving consumer complaints creates trust Educating and informing consumers creates confidence  Consumer agencies and organisations working together Developing good relations with media Matching consumers’ needs with information

European Consumer Centre Dublin Information and Education of Consumers Budapest, April 2005 Speaker: Tina Leonard, Manager ECC www.eccdublin.ie