Now our new and energetic Consumer Affairs Minister, Nigel Griffiths, advocates naming and shaming those firms who let their customers down. This could help, where we are certain of the facts and statute allows. But it's only a step towards the solution. The consumer's prime need is to identify at the outset traders committed to giving a fair deal. We need to highlight the good and not just the bad.
Custom has to be won by the deserving.
Second, we need standards of behaviour for firms. Then reputable firms and their customers can know precisely what to do and to expect. I am not thinking of anything too arduous here, merely what the reasonable man in the street would regard as acceptable. These need to be practicable, and appropriate to both consumers and business. These need to be voluntary, because they will only improve behaviour if firms are committed to them.