In what can be described as an approval of the initiative of Consumers Value Broadcasting Limited, the four regulators in attendance at the maiden edition of the Consumers Value Awards remarked that the award is a commendable programme that will enhance the conversation of the consumers within the eco-system.
Firing the first salvo, Professor Umar Garba Danbatta, Executive Vice Chairman of the Nigerian Communications Commission, in his goodwill message stated that the Commission is delighted to be part of the awards; bearing in mind the impact such awards can bear on organisations in terms of guaranteeing value addition to customers.
He went further to state that the commission champions consumer-centric initiatives to ensure that consumers are aware of their rights and how to protect those rights when they are infringed.
Also speaking at the event, Babatunde Irukera, Executive Vice Chairman/CEO Federal Competition and Consumer Protection Commission said that it is gratifying that the validates what gives consumers value and address certain misdemeanours in the marketplace.
He added that FCCPC is in support of the awards on the premise that in a developing society it is important to help people recognise and demand what is appropriate and he hopes that Consumers Value Awards can stimulate people’s interest to demand the type of quality they are entitled to in the marketplace.
Echoing similar sentiments, Professor Christianah Mojisola Adeyeye, Director General of the National Food Drug Administration Control Agency (NAFDAC) in her goodwill messages stressed that the efforts should be sustained going forward.
She also stated that the choice of the theme “the power of the consumers based on the premise that consumers voted for the brands’ encounter/experiences” is apt and germane as a proactive measure to enlist mass awareness of consumers to their right as consumers.
NAFDAC, she added, “Is proud to be associated with the initiative because NAFDAC as a regulatory agency prides itself in promoting consumer confidence by ensuring that the regulated products for consumer consumption are of good quality, safe and wholesome.”
While lending credence to the foregoing, Dr Lekan Fadolapo, Director-General/Registrar of the Advertising Regulatory Council of Nigeria (ARCON) observed that as advertising regulators, it is appropriate to ensure that the messages of the product owners match the experiences of the consumers. The consumers’ expectation is derived from the messages from the manufacturers and thus the Consumers Value Award is a welcome attempt to also provide feedback to the manufacturers.
Responding, Chief Adedayo Ojo, Chairman of Consumers Value Broadcasting said in Nigeria’s business environment, consumers are already inundated with almost too much hype, publicity and promotions, some of which are not approved by the regulatory authorities.
A situation, he said, “Throws up an opportunity for some guiding light to help navigate through the labyrinth. It is our mission to provide the required guiding light and deliver value that will make brands, products and services more accountable to consumers.
“What sets the Consumers Value Awards apart is that consumers decide on who wins. Therefore, our role as organisers is restricted to facilitating the conversation between products, services, brands and consumers. More importantly, we are committed to doing these transparently, ethically and with integrity.”
Over 25 brands were rewarded by consumers with the badge of honours as the Best Value for money brands in various sectors of the economy.