Research objective: In the process of purchasing goods and services, consumers have less bargaining power compared to companies. Companies often exploit this imbalance to the detriment of consumers’ interests, which creates the need for consumer protection. Since markets differ from one another across many dimensions, the existence of only one authority for consumer protection is insufficient; therefore, several regulatory bodies are established, including some that operate in specific sectors. The main objective of the study is to assess consumer interest protection policy in Georgia based on the activities of regulatory authorities and to develop recommendations for improving this policy. Particular emphasis is placed on identifying effective ways of providing consumers with information about regulators.
Research methodology: To examine the existing framework for protecting consumer interests in unregulated markets, the study employs a review and analysis of Georgian normative acts, annual reports of consumer protection authorities, academic articles, and other official documents. Based on logical and comparative analysis, modern approaches to informing consumers about regulators are identified.
Research results: The study shows that the framework for protecting consumer interests in Georgia is gradually improving. These changes are largely driven by the process of harmonization with relevant European Union legislation. Regulatory authorities are working to refine the legislative framework, disseminate information about consumer rights, and undertake related initiatives. Considering global digitalization trends, regulators will need to keep pace with ongoing changes. To achieve this, the study proposes using dedicated groups to collect complaints expressed on social networks, placing information about regulators on key company documents, websites, social media platforms, and applications, and developing regulations in forms that are easily understandable and usable for consumers. These measures are expected to increase the number of complaints registered with regulators and, alongside a rise in cases resolved in favor of consumers, encourage companies to adopt more consumer-oriented policies.
