A new survey reveals significant gaps in consumer awareness in Luxembourg, prompting a ministry campaign specifically aimed at younger residents.
According to a study commissioned by the Directorate for Consumer Protection and conducted by the Statistical Surveys Department of Euroconsumers, only about 26% of consumers are well or very well informed of their rights. Nearly 28% are poorly informed, with this figure rising to roughly 31% among those aged 18 to 34 – notably higher than in other age groups.
In response, the Ministry of Consumer Protection is launching a targeted initiative that will leverage social media influencers. Over the coming weeks, approximately 15 influencers will publish Reels and Stories on various consumer rights topics. A parallel cinema campaign will feature three of these creators.
While the ministry gave the influencers creative freedom, the content was fact-checked, explained Yves Karier, Head of Communications at the directorate. The influencers, selected and managed by the communications agency Brune, are compensated for their work. A dedicated landing page will centralise all video content and related information.
The campaign also addresses a related concern: the survey found that only 86% of consumers who encounter a problem actually report it. Marc Fischer, a Senior Government Advisor at the directorate, attributed this gap to factors such as fear, past disappointments, uncertainty about where to turn, or a perceived lack of value in pursuing minor claims.
The effort often seems too great, Fischer noted, citing the rise of low-cost international platforms. For an item costing €1.40, many consumers decide the hassle is not worth it, he explained.
Officials stressed the need for cooperation between consumers and businesses during the campaign’s presentation.
Minister for Consumer Protection Martine Hansen acknowledged there is also room for improvement among professionals. Her ministry regularly hosts informational webinars for businesses, which must constantly adapt to new EU directives. Hansen cited the common example of new or pop-up shops opening with “zero information” about their obligations.
“And it’s not our way of working to immediately come down hard on them”, the minister stated. Instead, the ministry typically offers a webinar to help entrepreneurs get their affairs in order and meet consumer needs proactively.
The most frequent consumer complaints involve repairs, replacements, and full refunds for faulty goods. Air passenger rights have also become a significant area of concern in recent years.
To improve public awareness, the ministry will launch the website www.MyConsumerRights.lu this Wednesday. The site will feature a case simulator designed to help individuals understand their specific rights in a given situation.
