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Message from the Chief Executive

Chief Executive

"The current consumer landscape is undergoing profound transformation. Digital transformation is not only reshaping consumption patterns, but also transcending geographical boundaries to achieve a seamlessly integrated online and offline shopping journey. In the face of increasingly diverse consumer choices, corresponding challenges have also emerged. As the guardian of consumer rights, the Consumer Council has always taken the protection of consumer interests as its mission and is committed to providing the latest consumer information and reliable protection to instil public confidence throughout the consumption process."

I am truly honoured to serve as Chief Executive in advancing the protection of consumer rights. The longstanding mission of the Consumer Council, upheld for 50 years, closely align with my own commitment to serving the community. Through my previous involvement in building resilient systems, fostering collaborative partnerships, and enhancing regulatory and coordination efforts across diverse sectors, I have come to deeply understand that only by upholding principles of independence, impartiality, and adaptability can we effectively carry out the Council’s mission.  

 

The Council will proactively harness the power of artificial intelligence and contemporary communication platforms to bolster measures aimed at safeguarding consumer rights. Key initiatives encompass the overhaul of the traditional complaint management system and the creation of a brand new online dispute resolution platform. These efforts are geared towards significantly improving the efficiency of handling complaints and facilitating consumers in accessing the assistance they require conveniently and promptly. 

 

Simultaneously, the Council will work towards streamlining internal operational processes to maximise cost-effectiveness and improving the impact of consumer education by bolstering stakeholder engagement strategies. Moreover, it will persistently enhance communication and collaboration with different government bureaux to ensure the thorough consideration and protection of consumer rights during policy development. Additionally, the Council will intensify its partnerships with industry chambers, consumer groups in the Mainland and international consumer protection associations, aiming to safeguard consumer rights through a comprehensive and collaborative approach. 

 

2026 will mark the 50th anniversary of the launch of CHOICE Magazine. This is not only a significant milestone, but also an opportunity for the Council to explore new horizons in the digital era. The Council will continue to uphold its professional spirit, promote sustainable consumption and digital empowerment, and protect the legitimate rights and interests of Hong Kong consumers, working together to build a fairer and safer consumption environment. 

 

 

Dr Alaina Shum Jiu-fai 
Chief Executive, Consumer Council