It is certainly not enforcement on its own. I, all my staff, every trading standards officer in the country could spend every waking hour prosecuting errant traders. But if the market continues to favour their activities, insufficient numbers will mend their ways and there will be a secret army of followers waiting to take their place. There are four keys to making the market work properly. The first and most vital is publicity.
Consumers have to know the importance of dealing with a reputable trader.
And they have to know who reliable traders are. 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.