Home > Marketing, Marketing Strategy > DCCI’s Marketing Matters Conference Part 7: ‘Consumer Protection Act: How does it impact marketers?’ by Advocate Neville Melville

DCCI’s Marketing Matters Conference Part 7: ‘Consumer Protection Act: How does it impact marketers?’ by Advocate Neville Melville

The Durban Chamber of Commerce and Industry Marketing Matters Conference welcomed a total of seven speakers from very different segments of the strategic marketing industry. The speakers were all assigned a session of approximately an hour and these were followed by another short session which allowed the audience to ask questions about certain aspects from the presentation. Therefore there were a total of seven sessions that ran throughout the day and they covered topics such as the advances of technology and its impact of marketers, social marketing, ‘green’ marketing the King III report and other relevant strategic marketing topics.

The penultimate session focused on the topic of the Consumer Protection Act which was been affective since April 2011. Advocate Neville Melville presented a talk on the ‘Consumer Protection Act: How does it impact marketers?’

Advocate Neville Melville is a specialist in consumer matters. He served as Ombudsman for Banking Services for seven years, during which time he participated in the consultative processes that led up to the declaration of the Consumer Protection Act. He now acts as a company director, legal, management and Consumer Protection Act consultant, trainer and implementer. He is the author of the best-selling Consumer Protection Act made easy, which is now in its second edition.

Advocate Melville began with an explanation of the newly implemented CPA and how it has changed the game plan for anyone involved in marketing.  His presentation covered all aspects of the interface with customers, including the prohibition on discriminatory marketing, the need for full and honest disclosure and dealing fairly with consumers.

He clearly spelt out the practices which are specifically forbidden by the CPA and the new requirements for holding competitions. Within that context, he elaborated on how the CPA has made it easier for businesses to transform the ways in which they interact with their consumers, as well as the process of aiding companies in the implementation of consumer interaction. It must be said that Advocate Melville really made a long and complicated act appear really simple and straightforward.

There were a number of aspects within the act that people hadn’t registered before, and these are what stood out the most, for example the price of any retail item has to be displayed to all consumers in the shop or warehouse and the fact that the act only deals with products and services that are for human consumption.

The idea of coming to grips with an Act can be a very daunting for some but, in his own words, Advocate Neville Melville ‘made it easy’ to understand the new Consumer Protection Act (CPA).

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