Sanwo-olu baggs CRAG Award 2024, bespeaks private, civil synergy for Consumer protection

By Omolola Dede Rosemary

The Governor of Lagos State, Governor Babajide Olusola Sanwo-olu has been awarded as the 2024 Consumer Rights Advocate Governor of the Year at the Consumer Value Awards Ceremony.

The presentation was done during the third edition, Consumer Value Awards 2024, held on Thursday in Lagos, themed: “Empowering Consumers,” as organized by BrandXchange.

The Governor, who was represented by the General Manager, Lagos State Consumer Protection Agency (LASCOPA), Afolabi Solebo, in his address, expressed his gratitude for the esteemed recognition, which underscores the importance of safeguarding consumer rights and promoting value for all citizens in Lagos state.

Mr Afolabi who doubles as representative to the Commissioner for Commerce, Cooperative, Trade and Investment, elucidated in the Governor’s speech; “The theme of this year’s award, “Empowering Consumers,” he said, “resonates profoundly with the work we have been committed to in Lagos State. At its core, the concept of empowering consumers is not just about protection or regulation; it is about giving every individual the tools, knowledge, and assurance to make informed decisions and access quality products and services.

“We recognize that consumer protection is a critical aspect of governance. In Lagos State, we have always placed the welfare of our citizens at the forefront of our policies. Over the past few years, we have embarked on several initiatives aimed at protecting consumer rights and ensuring that businesses uphold ethical standards. These efforts have been guided by the belief that consumers deserve nothing less than fairness, transparency, and accountability in all their transactions.”

Sanwoolu noted that through various regulatory reforms, the state has strengthened institutions like the Lagos State Consumer Protection Agency (LASCOPA) under the Ministry of Commerce, Cooperatives, Trade and Investment, ensuring they are well-equipped to handle consumer grievances effectively.

“We have also worked tirelessly to improve the standards of goods and services across sectors such as healthcare, education, transportation, and more.” Sanwoolu remarked, ‘Looking to the future, we must continue to create a Lagos that thrives on innovation, fairness, and the responsible participation of all stakeholders.’

“However, he said, “we recognize that the government cannot do this alone. The private sector, civil society, and individual consumers must work hand in hand to foster an ecosystem where consumer rights are prioritized, and businesses understand the value of trust.”

The Governor, hence commended the efforts of BrandXchange for creating a platform like the Consumer Value Awards (CVA), which not only celebrates those who champion consumer rights but also raise awareness of the crucial role consumers play in the economy.

“This award is not just a recognition of the work we have done; it is a reminder of the work that still lies ahead. We remain committed to doing more, ensuring that Lagos State continues to lead in the protection and empowerment of consumers, not only in Nigeria but across Africa.” he assured.

However, In his welcome address, the Chief Analyst, Brandxchange and Convener of the Consumer Value Award (CVA), Mr Akonte Ekine explained that the Consumers Value Awards is an event that continues to elevate and celebrate the essence of consumerism in the country.

“This evening, we gather to recognize not just the excellence of brands, but the power and voice of the consumer in shaping the marketplace. This year’s theme, “Empowering Consumers,” is a call to action and a reflection of the pivotal role every consumer plays in today’s economy.

“Over the past months, we have seen the heartbeat of this empowerment in full display. Following one month of nominations and three months of voting, you—the consumers—have made your voices heard, endorsing the brands that have stood the test of trust, quality, and value.”

Mr Akionte enumerated that in the face of these economic challenges, all of us as consumers are vulnerable—yet resilient. He explained that this is why consumer empowerment is more critical now than ever. “It’s not just about the right to buy or choose but also the right to be HEARD, TO QUESTION, AND TO DEMAND BETTER.

“The stories of everyday consumers, like Chioma Okoli, exemplifies this. Chioma, and many others like her, have dared to speak truth to power, raising their voices to hold manufacturers accountable for the quality of goods and services they deliver. It is vital that these voices are not silenced. Instead, they should be amplified.

“Consumers must never be suppressed for speaking out, for their insights and experiences are the true reflection of the marketplace. Empowering the consumer is a shared responsibility. It is about ensuring that brands listen, adapt, and respect the opinions of those they serve.

“As brands, we must understand that the consumer’s experience is not just about the product or service—it’s about trust, communication, and transparency. Brands are not just competing for market share; they are competing for the loyalty, respect, and confidence of consumers.

Mr Akonte congratulated the awarded brands, noting that their award was informed by consumers’ choice. To consumers, the Chief Analyst expressed that the event is particularly theirs as their votes informed the awards. Hence, he said, “your vote is your voice, power, and right. Consumers are the cornerstone of every brand’s success, and tonight is a celebration of the consumers’ role in shaping the future of consumerism in Nigeria. The Consumer’s voice is the pulse that keeps the market alive, and brands owe it to Consumers to always deliver value and quality.” he added.

Furthermore, the General manager, LASCOPA, Afolabi Solebo, in his speech for his agency reverted to the viral Chioma’s saga, noting that he personally believes with maturity it should have been ignored by the brand. “However, he stated, “With such public allegations, you cannot stop the investigation of the police. The outcome of the investigation will determine what they will do and it is a process.

“I will not want to go further on that because I still believe the matter can be resolved amicably through mediation and reconciliation so that we won’t shut out Consumers from expressing their Feedbacks from brands, it still boils to the fact that consumers are kings.”

In relations to the agency’s achievements, the GM pinpointed that LASCOPA has recovered over 40 million naira from banks on Consumers’ complaints of erroneous transfers in respect to the protection of consumers, “Most of these banks now are friends to LASCOPA because whenever we call them to resolve issues with customers they are always there and many of the cases are resolved amicably. Except where the issue of mediation and reconciliation is not possible, then we have to go to the court to seek redress.” he explained.

As regards estimated Billings in electricity and other issues he stated that from IKEDC alone, the agency has recovered over 85 million naira as credit adjustment, at EKODISCO they recovered over 28 million naira also as credit adjustment for consumers in Lagos State. This and many more, Mr Solebo testified to the effective operations of his management.

“Every last Thursday of each month, the IDADC must sit in her office to attend to complaints. We have placed this information online and in other media for people to be aware. If you have any complaints about any of the Discos, please do not suffer in silence, report it to LASCOPA. You can get us on any of our social media handles or walk up to our office in ikeja or other branches.

Meanwhile, the Founder, Consumer Advocacy Foundation of Nigeria and Chairman, FCCPC Tribunal, Sola Salako-Ajulo, in her Goodwill message, retrospected the first Consumer award in 2003 ever held in the country as convened by her. Following the strides of difficulties encountered in organizing subsequent ones which proved abortive, she hailed Mr Akonte Ekine for his accomplishment so far to the third edition.

Mrs Ajulo submitted that the country needs platforms like this to strengthen Consumer sensitivity. She also lauded the GM, LASCOPA, saying she had reported issues with LASCOPA and they followed it tirelessly. In view of Chioma’s saga too, she said, “Whatever we can do without making Chioma punished needs to be done so we can strengthen the Consumers’ voices and Consumers don’t get scared of speaking out.

“Consumer Protection helps to Improve the standards of living, hence Brand owners should learn to make corrections from Consumers feedback rather than see feedback or reviews as means to attack Consumers or send them to jail.” Mrs Ajulo disclosed that she is writing a book on How to make Consumer reviews without landing in jail.

Also, the Registrar, Advertising Regulatory Council of Nigeria (ARCON), Dr. Lekan Fadolapo, in his Goodwill message, submitted that the award is a celebration of hard work, passion and dedication of all persons behind the scenes. He congratulated all awardees for making consumers smile.

Dr Lekan who was ably represented by the Council’s Director for Planning, Research and Strategy, Lady Suzan Agbo, stated that Consumers inspire brands to push for possibilities and greatness. “The consumers will always make every brand stand out. Your belief in these brands have made them innovative to deliver continuous exceptional values. Hence, we regulators are grateful for your support in making these brands what they are today.”

The registrar recognized that staying true as a brand could be a challenge. Notwithstanding, with each challenge, they get the opportunity to learn, grow and get motivated to pursue excellence. “This award should be seen as a fillip to keep improving brands that continue to meet and exceed expectations.

“We look forward to continuing this celebration of excellence. On our part, as regulators we will continue to deliver standard advertising regulations that will engender Consumers confidence and protection. As regulators, Consumer Protection stands as the core center for all we do because we are all involved.” Dr Lekan stated.

In addition, the technical partners of the CVA platform vested with the business of monitoring the voting process which informed the selection of awardees. The Operations Officer for Osville Nigeria, Believe Odiamose, highlighted how the voting process was achieved.

According to her, they created an online platform to ensure it was seamless as possible, Transparent and accessible for voting; www.consumersvalueawards.com where consumers could nominate their brands in different categories. “We were able to give real time updates to the process for voting. We ensured that there were data security measures in place for this.

“With online data regulation using the GDPR, all sensitive data was properly protected using a secured authentication through the one-time password. This also helped us ensure that there was transparency and fairness in the voting process, the platform was made to ensure that every vote counted and counted fairly.” She expressed.

Believe revealed that there was also a form of IP tracking to ensure that there are no multiple votes from a particular source. Noting that the impact of this is that they were able to get feedback that was easy to use, reliable and with significant user engagement.

“Since conception till now, We have been doing this for consumer value award, its 3 years now, we have been the partners behind the significant voting that informs the award nomination. This year, there has been an increase in users and compatibility.” she reported.

The COO therefore called for more brands and establishments to opt for Osville Nigeria as their number one IT firm to solve their Tech and IT issues.

While presenting the vote of thanks, the Chairperson of Nigeria Association of Women Journalists ( NAWOJ) Lagos Chapter, Mrs Adeola Ekine congratulated the awardees stating how important the award is in identifying with the right brand. She urged the awardees to exercise more hard work, innovation and consumer-focus approach in order to keep standing top among their competitors.

Mrs Ekine also extended her heartwarming appreciation to the sponsors of the event with gratitude to them for being part of the journey.
Amongst the brands voted by consumers as winners in their various categories for offering satisfactory value are: MTN (MNOs); Spectranet (Telecomms ISP Data); Haier Thermocool (Electronic Home Appliances: Refrigeration and Washing Machine); Samsung (Electronic Home Appliances: Television); Pepsi Cola (Carbonated Drinks); Power Oil (Cooking Vegetable Oil); Lafarge/Elephant (Cement); Leadway (Insurance); CWAY (Table Water); Malta/Malta Guinness/Amstel Malta (Malt Drink); UAC Foods among many others.