As the new academic year approaches, parents purchasing school supplies have received an urgent recommendation to verify advertised discounts, ensure the legitimacy of online stores, and involve children in the purchasing planning process.
Ahmed Ahli, the current Consumer Protection Director at the Dubai Department of Consumer Protection and Fair Trade, stated on a Dubai radio program that the department has activated its regular inspection campaigns in retail outlets before the 'back to school' season. He also noted an increase in the number of stores participating in seasonal promotions, where sellers offer a wider range of educational goods, including clothing, paper, pencil cases, and bags.
Checking Prices Before Purchase
Ahli emphasized that all offered discounts must be approved by the department and supported by the necessary permits. Furthermore, sellers are obliged to state the item's price both before and after the discount is applied, as well as the percentage reduction. This requirement is particularly relevant when stores advertise discounts ranging from 25% to 75%, as it allows buyers to determine if the promotion represents genuine savings.
Checking Online Stores
Given the widespread adoption of e-commerce among families, Ahli advised consumers to check the website's registration and the presence of relevant licenses before making a purchase. He cautioned buyers: 'Do not be the first person to deal with an unfamiliar company or site,' strongly urging researchers to investigate online sellers before sharing payment details or placing an order.
Consumers should also carefully examine product descriptions, especially when buying school bags and other items whose size and dimensions may affect their suitability for children. It is important to familiarize oneself in advance with exchange and return policies, including information about possible additional delivery charges.
Teaching Children Budgeting
Ahli stated that consumer awareness should be fostered from an early age. The department is expanding informational campaigns for primary and middle school students, as well as college and university students. He urged parents to start by asking their children to create a list of necessary school supplies, such as pens, pencil cases, lunch boxes, pencils, and rulers. As children grow older, parents can provide them with a specific budget and ask them to compare products so they can decide how to allocate the money themselves.
Ahli gave an example: 'One child might prefer to spend more on a durable school bag and save on other items, while another might focus more on a lunch box or pencil case.' He added that parents should teach children to compare products based on quality, price, and practical features, rather than choosing an item solely because of its color or appearance.
How to File a Complaint
Consumers can first approach the Consumer Happiness Centers located in participating retail outlets. According to Ahli, this initiative was launched in cooperation with nearly 150 major stores. If the complaint is not resolved or the center is unavailable in the store, consumers can contact the Department of Consumer Protection via WhatsApp at 600545555 or through the website consumerrights.gov.ae.