Monks and farmers are more susceptible to consuming expired goods and falling victim to exploitation and online scams. This is according to the Competition and Consumer Affairs Authority (CCAA). A recent study by the authority states that many monks and farmers struggle to understand basic consumer rights, identify unethical practices, and use reporting systems. This is despite spending close to a million ngultrum annually on advocacy programmes. The CCAA is urging more targeted and practical efforts to better inform vulnerable groups and promote fair market practices.
According to the authority, it has been running advocacy programmes, mainly focusing on students, monks, nuns, and farmers, who are more vulnerable due to limited market exposure and information. This means they have limited knowledge about consumer awareness, like checking expiry dates or reading labels, comparing prices and knowing where to report.
However, a recent CCAA study shows that though the programmes have helped improve consumer knowledge across all groups, gaps remain, especially among monks and farmers.
These gaps are mainly in understanding ways to report and a lack of awareness of online safety.
Consumers currently have access to multiple ways to report problems, including walk-in centres, a toll-free number, and an online complaint system.
However, the study shows that while students have the highest level of awareness on this, with 99 per cent, only 52 per cent of farmers and 56 per cent of monks could correctly identify where to file a complaint.
Meanwhile, overall awareness of e-commerce and online scams is at 68 per cent. Students lead with 92 per cent, followed by farmers at 60 per cent. Awareness is lowest among monks, at just 53 per cent.
To close the gap, the CCAA recommends more tailored advocacy using local languages, visual tools, and regular refresher programmes, especially in rural and monastic communities.
It also urges integrating consumer rights into rural development and monastic education platforms.
According to the CCAA, consumer protection and awareness remain crucial as markets grow more complex with a rise in products, services, and online shopping.
Sangay Chozom
Edited by Phub Gyem
