Answered Essay: In each "wave" of consumer activism, the focus of "protection" was different, as to what drove the

In each “wave” of consumer activism, the focus of “protection” was different, as to what drove the movements. What was being protected in the early 1900s? during the 1930s? What is the difference between protecting the customer and protecting competition? Or to put it another way, how is protecting competition consumer protection? Why would marketing people want there to be some regulation of corporate truth and marketing honesty?Why did government entities such as the FDA or the FTC come about and why were they supported by the businesses they were going to regulate?

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In the early 1900s (also known as the first wave of consumer activism) the focus of protection was towards safety of the consumers by emphasizing and focusing on food safety, drug safety and safety of the interests of the consumer from pricing policies of organizations. In the 1930s (also known as the second wave) the focus of protection was on information being provided to consumers through advertisements. Advertising was criticized due to non-objective information.

Protecting competition is in a way consumer protection. This is because when competition is not protected it may result in monopolies and duopolies and organizations may start leveraging their position to charge extra from consumers. This will hurt the interest of the consumers in the long run. By protecting competition regulators ensure that competition is fair in the market and the interests of the consumers are protected. Fair competition empowers the customers besides promoting their best interests.

Marketing people would want regulation of corporate truth and marketing honesty so as to ensure that competition do not mislead the consumers by portraying and spreading false and misleading information about their products and services.

Government entities like FDA and FTC came about with an intention to protect the buyers and the consumers and to ensure that they are not exploited by manufacturers and sellers of goods and services. FDA, for instance, regulates foods, drugs, biologics, medical devices, cosmetics etc. FTC came about to promote of consumer protection and the elimination and prevention of anticompetitive business practices. These government entities were supported by the businesses they were going to regulate as these entities also ensured the elimination of anticompetitive business practices. This ensures that organizations competing in the market have a level playing ground and there is no undue advantage for any particular company or sector.

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