The European commissioner for consumer protection yesterday highlighted the important role played by consumers and their impact on a country’s gross domestic product.

Speaking at St James Cavalier Centre for Creativity before the opening of a Consumer Centre in South Street, Valletta, Commissioner Meglena Kuneva launched a campaign informing Maltese citizens about their rights as consumers; she said the campaign was intended to “exercise a healthy pressure on businesses”.

The campaign was designed following the publication of a Eurobarometer survey carried out in March, which showed that 50 per cent of Maltese consumers between 25 and 40 years of age did not know what to do when an appliance they purchased did not work properly.

A higher percentage of consumers (60 per cent) had said they did not know their rights when shopping online, while about two-thirds did not know what to do if they had problems with their holiday package or their flight.

However, Ms Kuneva pointed out that it was very positive that 90 per cent of consumers who responded to the survey had said they wanted to know more about their rights.

Ms Kuneva noted that on a European level, consumers’ contribution to the GDP stood at an average of 56 per cent, which clearly showed that businesses were much more vulnerable in relation to consumer behaviour.

The commissioner was speaking at a joint media conference at St James Cavalier Centre for Creativity.

She said: “EU laws have given consumers rights, but policymaking is only one step towards empowering consumers. To make these rights work for you in practice, Maltese men and women need to know their rights, be reminded of them regularly and know where to go for further information and advice.”

Following the media conference, Ms Kuneva and the Competitiveness and Communications Minister Censu Galea inaugurated the Consumer Centre, which has been operating since October 2005, but has been revamped with modern, more central premises. The premises will now house both the Maltese Consumer Association and the European Consumer Centre.

Mr Galea said that by means of the resources which the government had passed on to the Consumer Association, consumers had more facilities than ever before to safeguard their interests in all circumstances.

The government had long felt the importance to empower the consumer. The association had also been provided with funds to engage an executive director to manage and coordinate affairs more effectively, said Mr Galea.

The information campaign that the European Commission has launched in Malta will promote the centre as a source for consumer-related information and advice.

Ms Kuneva said the European Commission, together with the Maltese government, was committed to provide assistance to develop the expertise at this centre over the coming years.

“Our challenge will be to make the centre a point of reference and guidance, and a driving force in consumer protection issues in Maltese society.

“Experience in all EU countries, particularly in those that joined more recently, shows that there is a constant need for information, and that the EU can help and reinforce national efforts.”

The main message of the information campaign is that citizens should insist on their rights as they are theirs by right.

The educational and informative campaign is light-hearted and humorous. TV personality Ray Calleja will be the face of the campaign.

Mr Calleja appeared in a video at the launch of the campaign, in which he was seen introducing his double personality – Ray and Sandra – that will feature in the advertising material.

The main themes of the campaign concern consumer rights on product guarantees, online shopping and package holidays. Key rights in these areas will be promoted by means of radio and print advertising.

Further explanation is provided by means of three fact sheets that will be available at the new Consumer Centre, and at the Consumer Association’s website.

The campaign will carry on until July next year; consumers will receive an informative publication about their main rights in the EU that will be distributed to all households.

Ms Kuneva also referred to another objective of the campaign: “We want to work with the Maltese business community. Companies, large and small, need to know about consumers’ rights.”

Her message to the Maltese business community was to be “consumer-friendly” and to adhere to best practices “beyond legal obligations” – she added that this was not an expense but a competitive advantage in today’s open and free market.

The campaign will include activities specially targeted at the business community, and also offer a booklet distributed to businesses, which focuses on consumer protection, obligations and rights.

The contract for the campaign was awarded after a competitive public procurement process launched in Brussels last year.

The European Commission has undertaken similar campaigns in Poland in 2005, in the Czech Republic, Slovakia and Slovenia in 2006 and a new campaign will be launched in Cyprus and Hungary in the coming months. Campaigns in remaining new member states are scheduled for 2008 and 2009.

The Consumer Centre may be reached on tel. 2122-1901. Further information may be obtained at www.camalta.org.