With the more and more
retailers disappearing from our High Street and the corresponding growth in
shopping on the internet, the Office of Fair Trading did a sweep of 156 of top
retailer websites prior to the run up to Christmas. They revealed 62 may not be
fully complying with consumer protection law
It’s clear on line trading
provides great benefits both to traders and to consumers and this method of
retailing is here to stay. Top retailers such as John Lewis, Sainsbury’s and Waitrose,
have been able to successfully transfer their brand values and a reputation built on trust onto their
internet trading and that in turn has driven growth in their business often at the expense
of the competition.
There is still a massive
opportunity for companies in this area whether you sell to the public or other
businesses. The auctions for 4th generation mobile phone licences
are finally underway with OFCOM and new networks planned to be rolled out in
the later part of 2013 will provide internet speeds five times faster (Everything
Everywhere has already started). With new phones and tablet devices already
available this new network will only facilitate further rapid expansion of e commerce
in the years to come.
OFT are clearly aware of
this and have produced a video to help educate the consumer on ‘You Tube’
called ‘Internet Shopping'.
So for many businesses the
challenges continue to be how to market, sell and promote their products and
services effectively online whilst complying with the huge raft of statutory
law, e commerce regulations, data protection rules etc. Of course the latest
headache for all Web site owners is the relatively new regulations on Cookies Policy
where unfortunately just adopting someone else’s standard template may not do
the trick. All this in an environment
where Web sites are likely to become more and more subject to scrutiny both by the
public and government!
The OFT are not going to
ignore non – compliance and made this statement in a press release on 12th
October 2012
‘Traders
that do not make amendments to comply with the law risk formal enforcement
action from the OFT or Local Trading Standards Services.’
If you want your business
to be seen as a trusted as on line brand for consumers or as reputable online supplier
to business, it’s hard to see how non- compliance with these regulations
supports and enables that vision. Putting your house in order now, rather than waiting
until there is a problem or complaint which can be costly but perhaps even more
importantly will damage your businesses reputation , must be the much better option.
Kate Bradbury
Bradbury Associates Ltd
February 2013
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