Protecting consumers requires "3·15" and "365"

Xinhua News Agency, Beijing, March 15 — On March 15, “Xinhua Daily Telegraph” published a commentary titled “Protecting Consumers Requires ‘3.15’ and ‘365’ Days.”

In recent years, various regions and departments have continued to strengthen consumer rights protection efforts. “3.15” has become a “golden brand” for safeguarding consumer rights. For example, promoting the “National Consumer Association Smart 315 Platform,” improving quick complaint and reporting mechanisms, and implementing “7-day no-reason returns,” have made business operations more standardized and consumer confidence more assured.

However, it is undeniable that many deep-rooted issues remain unresolved. As business models continue to innovate, infringement behaviors are also evolving. Big data practices that exploit familiarity, increasingly vague auto-renewal reminders, and false advertising in live-stream sales are just some examples. These small infringements in daily life are genuinely eroding consumer rights. Therefore, consumer protection cannot rely solely on the concentrated exposure on “3.15” but must be maintained every day of the year.

To achieve the leap from “3.15” to “365,” the key is to establish a normalized and institutionalized consumer rights protection mechanism.

Improving a regular rights protection system requires building a long-term, effective regulatory safety net. Regulatory efforts should shift from “firefighting after incidents” to “preventing fires before they start.” Modern tools such as big data monitoring and complaint reporting platforms should be utilized to enable 24/7 online supervision, with violations promptly addressed as soon as they are detected.

Strengthening a normalized rights protection mechanism also involves activating the integrity and self-awareness of enterprises and merchants. Consumer trust is the most valuable asset for businesses. To earn consumer recognition, companies must uphold honesty, strictly control product quality, standardize business practices, ensure transparent pricing, truthful advertising, and excellent after-sales service, and proactively take responsibility for protecting consumer rights. Any behavior aimed at profit through false advertising, deceptive tactics, or neglecting quality will ultimately face legal sanctions and market exclusion.

Furthermore, establishing a normalized rights protection system requires the collective effort of society. Consumers should enhance their awareness of rights, actively retain evidence, and defend their rights according to law—participating in consumption and supervising the market. Media, industry associations, and other organizations should play a vital role in supervision and regulation, exposing violations and promoting rights protection knowledge, creating a positive atmosphere where “everyone cares and everyone participates.”

“3.15” International Consumer Rights Day is a mirror reflecting shortcomings and deficiencies; but it should also be a key that opens the door to long-term, effective governance. Only with both “thunderous” measures and “steady streams” can consumers feel fairness and warmth, injecting lasting momentum into the healthy development of the market.