World Consumer Day falls on 15 March every year and is celebrated worldwide under the leadership of Consumer International, the global body representing consumer organisations. The day is observed to demonstrate solidarity with citizens and to highlight the needs and grievances of consumers. Every citizen is a consumer at some stage of life, from birth to death.
When a child is born, parents become consumers when purchasing essential items for the child. This process continues throughout life, illustrating that every individual participates in the consumer cycle. Consumerism therefore affects every citizen and every stage of life.
The term ‘consumer’ is defined in several ways. In Sri Lanka, the principal legal instrument governing consumer protection is the Consumer Affairs Authority Act No. 9 of 2003, which defines a consumer as any actual or potential user of goods or services made available for consideration by a trader or manufacturer. The Oxford Dictionary defines a consumer simply as a person who buys or uses goods or services. Although definitions vary in academic and professional contexts, the essential expectation of a consumer remains the same: access to quality goods and services at affordable prices while maintaining proper standards.
Every citizen is therefore a consumer seeking redress and satisfaction in transactions with traders and manufacturers. However, traders and manufacturers operate with the primary motive of profit. This often creates differences between the consumer, the trader, the manufacturer, and the regulator, which is the Government. These challenges are common across jurisdictions, making consumerism a universal concern in modern society.
In reality, no transaction is entirely simple because each involves numerous legal and regulatory considerations. Even the purchase of a loaf of bread from a neighbourhood shop involves several layers of regulation.
The Bread Ordinance, introduced during the British period and still in force, regulates aspects of bread production. The quality and quantity of bread are monitored by local authorities and Public Health Inspectors. The price of bread is monitored by the Consumer Affairs Authority (CAA), and the rule requiring price marking on consumer items is strictly implemented. Bread must meet quality standards and be produced under hygienic conditions as required by CAA regulations, while hygiene standards are monitored by the local authority.
Such regulations apply to many consumer goods. For traders, these goods represent livelihood and investment, while for consumers they represent purchases made with hard-earned income. Families depend on these goods being available in good quality and at reasonable prices.
Current and modern trends
Today the consumer landscape has become more complicated with the introduction of credit cards, online shopping, and international digital platforms operating in Sri Lanka. Consumers increasingly use these services in a country where mobile and internet penetration exceeds 100 percent.
Unfortunately, the Consumer Affairs Authority, the principal regulator, operates under an outdated legal framework. The Act has not kept pace with international standards, and the system is often seen as slow and inefficient. As global markets rapidly evolve, including in neighbouring India, Sri Lanka’s regulatory framework struggles to keep pace with modern developments in consumer protection and digital commerce.
The CAA is expected to celebrate World Consumer Day as an important national event. It is heavily funded by the State and has collected millions through fines imposed on traders. However, some groups argue that such penalties can sometimes be excessive. In many countries the modern approach is to prioritise education and awareness for consumers and traders, with punishment used only as a last resort.
Traders are generally careful to maintain goodwill and reputation, which are essential assets in business. In countries such as the United Kingdom, goods purchased can often be returned without providing a reason. This strengthens consumer confidence and promotes fair business practices.
In Sri Lanka, however, returning a defective item can be difficult. Consumers often face obstacles when seeking replacements or refunds. In many Western economies, competition between traders naturally leads to price reductions. In Sri Lanka, however, the traditional concept of price control has shifted toward price regulation, which some critics view as ineffective. The current regulatory framework is sometimes described as weak and lacking enforcement strength.
These issues are frequently discussed during World Consumer Day events, which aim to encourage citizens to participate actively in consumer protection initiatives.
Historical significance
Consumerism has deep historical roots, particularly in the United Kingdom and other Western countries where trade and commerce flourished during periods of maritime expansion and global trade. As commerce expanded, legal systems evolved to regulate trade practices and protect buyers.
Trade law developed through the work of legal scholars and thinkers who established the principles of consumer protection. These principles formed the foundation of modern commercial law and were reinforced through numerous judicial decisions in England. Over time, these legal traditions spread throughout the Commonwealth and other jurisdictions.
Is the consumer powerful?
It is often said that the consumer is king, meaning that organised consumers can influence traders and markets. However, historically consumers were not well organised and often remained under the influence of powerful traders and industrialists.
Only in recent decades did consumer activists and leaders begin organising consumers as a group requiring protection and representation. In the early 1960s, President John F. Kennedy observed that consumers were a large but unorganised group whose interests were often overlooked. His recognition of consumer rights helped inspire the global consumer movement and contributed to the formation of Consumer International and the global observance of World Consumer Day.
These initiatives encouraged countries to strengthen consumer protection systems and implement the United Nations guidelines on consumer protection.
In many Western countries the consumer movement is strong, supported by active media and organised consumer groups. In Sri Lanka and other developing countries, however, consumer movements remain relatively weak because traders and manufacturers often possess greater financial and social influence.
An example often cited involves a multinational soft drink company that used water from the River Thames in the United Kingdom. Media scrutiny and consumer activism compelled the company to use purified water. Although the beverage itself may still raise health concerns, it continues to flourish worldwide due to the influence of media and corporate power.
Consumer International remains a voluntary global organisation advocating for consumer rights, encouraging consumers to organise themselves and demand quality goods at reasonable prices.
In Sri Lanka, however, consumers often remain neglected and vulnerable to exploitation by errant traders. It is therefore necessary for the Government to intervene and support the organisation of consumers. The Consumer Affairs Authority is expected to encourage the formation of consumer organisations, yet only a few exist in the country. Both the Government and the public share responsibility for failing to assert consumer rights effectively.
In contrast, the United Kingdom has strong legal protections and active consumer organisations. Traders there are also well organised and financially strong, creating a balanced relationship between consumers and businesses.
Theme of the year 2026
The theme for World Consumer Day 2026 is ‘Product Safety and the Satisfied Consumer.’ On this day, countries around the world organise activities to educate consumers, improve quality of life, and address exploitation by traders.
In Sri Lanka, a seminar is scheduled on 15 March 2026 under the auspices of Organisation of Professional Associations. The event will include the launch of a 1,000-page consumer law textbook intended for public use by students, professionals, and the general public.
This initiative is particularly important in a country where consumer protection remains underdeveloped and the Consumer Affairs Authority is often criticised as weak and inactive. Since the enactment of the Consumer Affairs Authority Act in 2003, few significant reforms have been introduced despite dramatic global changes in consumer markets in the emerging digital era.
World Consumer Day serves as an opportunity for consumer education and awareness. Consumers must be educated and protected as an important community within society. As John F. Kennedy emphasised decades ago, consumers represent the largest economic group yet often remain overlooked.
Great thinkers from Aristotle to modern scholars have emphasised the importance of fairness in trade and commerce. Governments, traders, industrialists, and consumers must work together to create a balanced marketplace.
Conflicts between traders and consumers often arise due to shortages of goods, quality concerns, or price increases. These issues can become politically sensitive and affect social stability. World Consumer Day therefore encourages cooperation and dialogue among stakeholders.
Consumer protection is now recognised as a basic human right under international frameworks supported by the United Nations and other global organisations. Citizens, businesses, and governments must therefore work together to strengthen consumer protection systems.
Community groups, organisations, and institutions should also take the initiative to establish consumer associations. Such organisations can assist communities while working cooperatively with traders, industries, and government authorities.
Through these collaborative efforts, societies can ensure that goods and services of acceptable quality are available to all citizens at reasonable prices.
The writer is a Solicitor in England and Wales, former Chairman, Consumer Affairs Authority, former Ambassador UAE and Israel and President, Ambassadors’ Forum
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The views and opinions expressed in this column are those of the author, and do not necessarily reflect those of this publication