Mr. Sarath Wijesinghe President’s Counsel, Solicitor in England and Wales, former Chairman Consumer Affairs Authority Former Ambassador UAE and Israel and President, Ambassador’s Forum UK–Sri Lanka

World Consumer Day falls on 15th March every year and is celebrated by Consumer International, the main global consumer body, and others worldwide. It is observed to demonstrate unity, strength, and solidarity with citizens, providing a platform for consumers to express their needs and grievances in a friendly atmosphere. This day is meant to include all citizens, as every individual is a consumer at some stage of life, from birth to death.

For example, when a child is born, parents become consumers by purchasing essential items for the child. This process continues throughout life until maturity and eventually death. Thus, being a consumer is an inevitable part of the human life cycle.

The term “consumer” is defined in various professional and academic ways, as it is an important concept in modern society. In Sri Lanka, the main legal instrument governing consumerism (in addition to civil and other related laws) is the Consumer Affairs Authority Act No. 9 of 2003. Section 75 defines a consumer as any actual or potential user of any goods or services made available for a consideration by a trader or manufacturer. The Oxford Dictionary defines a consumer as “a person who buys or uses goods or services.”

In academic and professional curricula, this concept is explained in more advanced forms, but at its core, a consumer needs quality goods and services at affordable prices while maintaining acceptable standards. Every citizen is a consumer, and this group requires redress and satisfaction. However, these needs often conflict with the interests of traders and manufacturers, whose primary motive is profit-making. When differences arise among traders, consumers, manufacturers, and regulators (the government), disputes naturally occur. These issues are common across all jurisdictions, making consumerism a universal concept relevant to developed and developing societies alike.

Historical Significance - Consumerism as a concept has a long historical legacy, especially in the UK and the West, where trade and commerce flourished during the era of naval power and colonial expansion. Trade law developed alongside these changes, guided by scholars and legal thinkers who laid the foundations for modern commercial and consumer law. A series of landmark cases in England helped shape these principles, which later spread across the Commonwealth and the Western world. Today, the EU, USA, and UK lead in developing and enforcing consumer protection laws. EU directives continue to influence legal processes across Europe and beyond..

Is the Consumer Powerful or Properly Recognized in Society? It is often said that the consumer is king, as collective action can bring even powerful traders to their knees. Unfortunately, for a long time, consumers remained unorganized and lived under the dominance of traders and industrialists. In 1960, a world leader recognized that consumers were an unorganized and weak group whose grievances were largely ignored. This led to the formation of Consumer International and the global observance of World Consumer Day. Since then, various themes, such as junk food, defective products, and unsafe goods, have been highlighted to promote the implementation of UN consumer protection guidelines. In the West, the consumer movement is strong, supported by the media and well-organized consumer networks. However, in Sri Lanka and many developing countries, consumerism remains underdeveloped due to the overwhelming financial and social power of traders and manufacturers. For example, when a major soft drink company was found using polluted water from the River Thames, it was the media that stood with consumers and pressured the company to change its practices. This shows the power of collective action and public awareness. Consumer International, which promotes World Consumer Day, is a voluntary international organization that supports consumers in organizing themselves and fighting for quality goods at reasonable prices. In Sri Lanka, however, consumers are often suppressed, neglected, and cheated by errant traders. It is time for governance to intervene and for consumers to organize themselves. The Consumer Affairs Authority (CAA) is expected to promote and establish consumer organizations, but very few exist. Both the public and the authorities share responsibility for failing to assert and protect consumer rights.

Theme of the Year 2026 The theme for 2026, “Product Safety and a Satisfied Consumer,” highlights the importance of safe, high-quality products and fair treatment. Countries around the world use this day to educate consumers, improve quality of life, and fight exploitation. On 15th March 2026, a seminar is scheduled to be held by a professional association, alongside the launch of a 1,000-page consumer textbook. This publication will provide detailed information for the public, students, and professionals in a country where consumerism remains underdeveloped and the regulator is weak and inactive. Despite major global changes since 2003, Sri Lanka’s consumer protection framework has not seen significant reform.

Consumer Transactions -  No consumer transaction is simple. Even buying a loaf of bread from a corner shop falls under multiple laws, including the Bread Ordinance, Consumer Protection Regulations, Price Regulations, and Local Authority Rules. This complexity increases in modern e-commerce and international trade platforms, especially in a country with over 110% mobile phone penetration and a digitally literate society.

Why World Consumer Day? What Is Its Purpose? World Consumer Day is meant to educate and organize consumers in a cordial and friendly environment, without confrontation. Many disputes, such as shortages, price hikes, and conflicts, can be resolved through dialogue, understanding rights and duties, and cooperative coexistence. It is the duty of citizens to understand the realities of life and coexist peacefully with traders, regulators, and other stakeholders.

Sarath Wijesinghe, PC
Solicitor in England and Wales
Former Chairman – Consumer Affairs Authority
Former Ambassador to the UAE and Israel
President – Ambassadors’ Forum UK–Sri Lanka