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52
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Global media and
marketing news, top-
level editorial coverage
and commentary.
W
hen a product does not work properly or a ser-
vice provider does not deliver as expected, in-
dignant consumers are quick to assert that they
know their rights, but they often do not.
‘Most people are simply too busy to find out what
their rights really are and tend to rely on assumptions,
advice from a friend or colleague, or a vague recollection
of something that they had heard or read,’ said Cornélle
van Graan, chairperson of the Direct Selling Association of
South Africa (DSASA).
This month, which celebrates World Consumer Rights
day, van Graan would like to bring awareness of the con-
sumer rights that are emphasised in a sector that is grow-
ing rapidly and has contributed nearly R13 billion to the
South African economy in 2016.
Direct selling is attracting entrepreneurs, with estab-
lished social networks of like-minded people and who re-
quire the flexibility of working for themselves. Of the over
1.3 million independent direct selling resellers, nearly a
million are independent female business owners and 86
per cent are black.
‘It is a dynamic, growing industry which can only be
sustainable if consumers have confidence in the profes-
sionalism, customer service and business ethics of the
resellers and the direct selling companies which they
represent.’
For this reason, the DSASA is uncompromising re-
garding its Code of Ethics, a legally binding document that
members and their resellers are obliged to comply with as
a condition of membership.
‘The Code has been in place for a number of year,’
said Van Graan. ‘The focus now is on increasing aware-
ness of the Code, so that consumers are aware of their
rights and independent resellers are aware of their rights
and responsibilities. It is also very important for consum-
ers and resellers to know what to do if the Code is not
being adhered to.’
The Code protects resellers and consumers by,
amongst other provisions, ensuring that member compa-
nies provide:
• resellers with accurate information about products
and services;
• sufficient and ongoing training to resellers on product
information
• sufficient and ongoing training to resellers on ethics
and marketing practices.
It also requires resellers to:
• Respect customer wishes to discontinue a product
demonstration or sales interaction;
• Ensure product and service rates, descriptions and
claims are accurate;
• Provide a receipt to the consumer allowing the con-
sumer to cancel any purchase order of products or ser-
vices within at least five working days from the date
of purchase and receive a full refund.
For the full Code of Conduct visit:
-
sa.co.za/modules_fe/layout2/code-of-conduct.as-
p#code_conduct
.
Van Graan is quick to point out that the Code is more
than words on a website – it has teeth, specifically to
those companies belonging to the Direct Selling Associ-
ation of South Africa who would ensure enforcement in
cases where the Code is not being adhered to.
‘Obviously the first port of call in a dispute is the re-
seller. If he or she is unable to resolve the issue, it can be
escalated to the related member company, failing which
the DSASA should be contacted by e-mail at
admin@
dsasa.net
for an unbiased assessment of the issue and
steps for remedying the issue, if required.’
The continued growth of direct selling in South Africa
means more consumers will be buying more products and
services from more independent resellers, more often. The
Code ensures that these transactions are professional and
ethical and that both consumer and reseller are protected
if the Code is not adhered to.
To find out more about direct selling and the Direct
Selling Association of South Africa visit:
.
dsasa.co.za
.
Consumer rights must include awareness and enforcement
Cornélle van Graan
M
ichael Peters, CEO of Euronews and Africanews,
and Abdul Hadi Al Sheikh, CEO of International
Media Investments (IMI), recently officially an-
nounced the opening of the Euronews Group bureau in the
Middle East.
Through its close partnership with IMI, the Abu Dha-
bi-based Investment company behind the relaunch of The
National, Abu Dhabi’s premier English language publica-
tion, Euronews is now operating from within Abu Dhabi’s
Media Zone to produce INSPIRE Middle East.
The weekly show, presented by the channel’s new
anchor Rebecca McLaughlin-Duane and broadcast every
week on Euronews and Africanews, highlights the re-
gion’s commercial, creative and cultural landscape.
The Abu Dhabi bureau will also provide news content
for Euronews and Africanews from across the Middle East
and North Africa, ensuring that the network’s global view-
ership is kept abreast of events in the MENA region.
Daleen Hassan, presenter and editor of Business
Middle East on Euronews and the Executive producer of
‘INSPIRE Middle East’ is appointed Bureau Chief. She is
joined by Rebecca McLaughlin-Duane, Euronews’ new
TV anchor, and a multinational team will be based in Abu
Dhabi.
Michael Peters, Euronews and Africanews CEO com-
mented, ‘Setting up in Abu Dhabi represents a fantastic
opportunity for Euronews to strengthen its position in this
dynamic region. Enabling a greater editorial focus on sto-
ries from across the Middle East. Our new operation will
further support Euronews overarching editorial mission to
represent All Views and All Voices to the peoples of Eu-
rope, Middle East and Africa.
‘INSPIRE Middle East will capture stories of creativity
and innovation across the region. Whether in business,
technology, the arts or pop culture, every episode will take
our global audiences on a journey to a region that’s burst-
ing with fresh energy and new ideas.’
Euronews Group opens its Abu Dhabi editorial bureau
