CVA 2022: Regulators, Consumer Advocates Commend CVB for Maiden Edition, Success

In what can be described as an approval of the initiative of Consumers value broadcasting limited, the four regulators in attendance at the maiden edition of the Consumers Value Awards (CVA) 2022 remarked that the award is a commendable programme that will enhance a 2-way conversation between the consumers and brand owners within the eco-system.

Speaking at the very impressive and professional packaged awards/dinner event, Professor Umar Garba Danbatta, Executive Vice Chairman of the Nigerian Communications Commission, in his goodwill message to consumers stated that the commission is delighted to be part of this event, especially bearing in mind the impact that awards such as the Consumers Value Awards have on organizations.

He went further to state that the commission champions consumer-centric initiatives to ensure that consumers are aware of their rights and how to protect those rights when they are infringed.

Also speaking at the event, Babatunde Irukera, Executive Vice Chairman/CEO Federal Competition and Consumer Protection Commission (FCCPC) said that it is gratifying that the Consumers Value Awards aims to validate what gives consumers value and address certain misdemeanours in the marketplace.

He added that FCCPC is in support of the Consumers Value Awards on the premise that in a developing society, it is critically important to help people recognize and demand what is appropriate and he hopes that Consumers Value Awards can stimulate people’s interest to demand the type of quality they are entitled to in the marketplace.

Also speaking in the vein, Professor Christianah Mojisola Adeyeye, Director General of the National Food Drug Administration Control Agency (NAFDAC) in her goodwill messages congratulated Consumers Value Broadcasting Limited on the maiden edition of the award and urge that the efforts be sustained and improved on towards attaining greater heights.

She also stated that the choice of the theme “the power of the consumers based on the premise that consumers voted for the brands’ encounter/ experiences” is apt and germane as a proactive measure to enlist mass awareness of consumers to their right as consumers.

She added that NAFDAC is proud to be associated with the initiative because NAFDAC as a regulatory agency prides itself in promoting consumer confidence by ensuring that the regulated products for consumer consumption are of good quality, safe and wholesome.

Dr Lekan Fadolapo, Director-General, Advertising Regulatory Council of Nigeria (ARCON) in his goodwill message corroborated the other regulators in commending the organizers of the award.

He added that as advertising regulators, it is appropriate to ensure that the messages of the product owners match the experiences of the consumers. The consumers’ expectation is derived from the messages from the manufacturers and thus the Consumers value award is a welcome attempt to also provide feedback to the manufacturers.

It will be recalled that while announcing the former APCON’s new name and broadened remit of coverage, Dr. Fadolapo disclosed that the era of doling out awards based on rule-of-the-thumbs or gut feelings, is gone for good in the marketing communication and allied industry. Hence, every industry-related award must be based on empirical decisions and certified by ARCON.

Sola Salako-Ajulo, a consumer Advocacy Champion speaking on the maiden CVA said she was pleasantly surprised for being awarded the CVA 2022 Special Recognition Award. “I was pleasantly surprised with this recognition award for my contributions and advocacy in consumer protection at the 1st Edition of the Consumer Value Awards (CVA)”.

As a pioneer in raising consumer awareness and advocating, Salako-Ajulo who alluded to undaunting efforts at keeping consumer protection issues on the front burner in the early years (2000’s) said, “I am very proud of the CVA event which was very professionally packaged and the brand participation was quite impressive”.

She continued, “I congratulate Akonte Ekine for his commitment to the consumer cause. It’s heartwarming that someone is dedicating himself to this cause I practically pioneered in Nigeria. I hope more Nigerians will accept the challenge so we can strengthen the consumer’s voice in the marketplace”, she noted with contentment.

Whilst welcoming guests to the event, Chief Adedayo Ojo, Chairman of Consumers Value Broadcasting said in Nigeria’s business environment, consumers are already inundated with almost too much hype, publicity and promotions, some of which are not approved by the regulatory authorities. This situation throws up an opportunity for some guiding light to help navigate through the labyrinth. It is our mission to provide the required guiding light and deliver value that will make brands, products and services more accountable to consumers.

Hinging on the credibility of industry awards as succinctly advocated by the ARCON DG, Chief Ojo affirmed that what sets the Consumers Value Awards apart is that “consumers decide on who wins”.

“Therefore, our role as organizers is restricted to facilitating the conversation between products, services, brands, and consumers. More importantly, we are committed to doing these transparently, ethically and with integrity”, the Chairman promised.

Over 25 brands were rewarded by consumers with the badge of honours as the Best Value for money brands in various sectors of the economy as decided by the Consumers through a rigorous online voting exercise that lasted 3 months.