Online Reporter
Business Writer
ZIMBABWE is stepping up efforts to strengthen consumer protection as authorities move to raise market standards, improve compliance and promote ethical business practices.
The Consumer Protection Policy (2026-2030) is expected to enhance enforcement, boost consumer awareness and improve compliance across the economy.
The Consumer Protection Commission (CPC) says the policy will tighten standards and strengthen enforcement to eliminate counterfeit and unsafe goods, curb unfair trade practices and build greater trust in the marketplace, with the ultimate goal of supporting economic growth.
The measures are expected to remove dangerous, low-quality and counterfeit products from the market, improve consumer confidence and stimulate demand, while creating opportunities for legitimate businesses to expand.
They are also designed to prevent unscrupulous traders from exploiting consumers and gaining an unfair advantage over compliant businesses, while encouraging the production of higher-quality goods capable of competing in regional markets such as the Southern African Development Community (SADC) and the Common Market for Eastern and Southern Africa (COMESA).
The policy comes at a time when rapid growth in digital commerce, cross-border trade and increasingly complex supply chains is exposing consumers to new risks.
Implementation of the Consumer Protection Policy (2026-2030) is gathering pace, with authorities calling for stricter adherence to standards and ethical business practices to keep substandard, counterfeit and unsafe products off shop shelves.
The commission said the policy aims to create a marketplace in which consumers are better protected while businesses are incentivised to produce and supply quality goods and services.
CPC chief executive Professor Zororo Muranda said effective consumer protection was critical to sustaining economic growth because it builds confidence in the marketplace.
“Consumer protection is not anti-protection; it is pro-growth. A protected consumer is a confident consumer, and a confident consumer drives demand, drives industry and drives national prosperity,” he said.
Professor Muranda said stronger consumer protection would also support industry and commerce by boosting investor confidence and creating conditions conducive to sustainable growth.
“In this context, the mandate of the Consumer Protection Commission, as established under the Consumer Protection Act (Chapter 14:44), becomes even more critical,” he said.
Retailer Mr Kelvin Mombe said the policy could help create a more level playing field for compliant businesses by ensuring that traders who cut corners do not gain an unfair advantage.
“Retailers who invest in quality products and comply with regulations need an environment where those standards are respected across the market. Stronger enforcement can help remove substandard goods while also improving consumer confidence in legitimate businesses,” he said.
Mr Mombe said consumer education should complement enforcement efforts, as informed consumers are better equipped to identify poor-quality products and demand value for money.
Lawyer Ms Danai Juru said effective implementation would be critical to ensure that consumer rights translate into practical protection rather than remaining confined to legislation and policy documents.
“The success of the policy will ultimately depend on enforcement, accessibility of remedies and consumer awareness. Consumers need to know their rights, while businesses need clarity on their obligations and the consequences of non-compliance,” she said.
Ms Juru said a predictable enforcement framework would also benefit businesses by establishing clear standards of conduct and reducing unfair competition.
The Consumer Protection Policy is aligned with the National Development Strategy 2, which seeks to promote inclusive economic growth and create a favourable operating environment for both consumers and businesses.
Authorities expect the policy to strengthen inspection and enforcement mechanisms while expanding consumer education programmes.
The broader objective is to establish a safer, fairer and more competitive marketplace where businesses compete on quality and consumers can make informed purchasing decisions.
As Zimbabwe seeks to deepen economic growth, stronger consumer protection is increasingly being positioned not merely as a regulatory requirement, but as a strategic tool for enhancing market confidence, encouraging responsible business conduct and supporting sustainable industrial development.
