Consumer initiatives

Consumers have a vital role to play in making markets work well. Skilled, confident and knowledgeable consumers are an important driver of competition. By communicating their needs clearly and making informed purchasing decisions, they drive competitive businesses to provide high standards of goods and services.

The OFT has a number of tools available to help consumers fulfil this vital role. Consumer initiatives such as our scams awareness work help develop consumer skills and raise awareness and understanding of important consumer issues. The Consumer Codes Approval Scheme and local authority assured trader schemes work with business to ensure that consumers can identify trustworthy traders - and find high quality information about the goods and services that they provide.

Working directly with consumers can be a flexible and cost-effective alternative to enforcement action. The OFT is committed to using consumer initiatives to support the supply side of the market as part of its new, whole-market approach to working.

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