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Flash Eurobarometer
Consumer protection
and consumer rights
Analytical Report for
Cyprus- third wave
Fieldwork: June 2008
Publication: June 2008
This survey was requested by the EC Directorate-General SANCO, Health and Consumer
Protection and coordinated by Directorate-General “Communication”.
This document does not represent the point of view of the European Commission.
The interpretations and opinions contained in it are solely those of the authors.
European
Commission
Fla
sh
Eu
rob
aro
me
ter
26
8
– T
he
Ga
llu
p O
rga
niz
ati
on
Flash Eurobarometer
Consumer protection and
consumer rights in Estonia
Wave 2
Summary
Fieldwork: March 2009
Publication: May 2009
European
Commission
page 2
Flash EB Series #268
Consumer protection and consumer
rights in Estonia
Survey conducted by The Gallup Organization, Hungary upon the request of the
European Commission, Directorate-General “Health and Consumer
Protection”
Coordinated by Directorate-General Communication
This document does not represent the point of view of the European Commission.
The interpretations and opinions contained in it are solely those of the authors.
THE GALLUP ORGANIZATION
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 3
Table of Contents Flash Eurobarometer ........................................................................................................................ 1
Introduction ............................................................................................................................................ 4
1. The information campaign ................................................................................................................. 5
Campaign awareness .......................................................................................................................... 5 Media channels ................................................................................................................................... 7 Evaluation of the information campaign ............................................................................................ 7
2. Learning about consumers’ rights ...................................................................................................... 8
3. Information sources about consumers’ rights ................................................................................... 10
Methods of seeking information about consumers’ rights ............................................................... 10 Information or advice in case of problems ....................................................................................... 10
4. Consumers’ rights institutions, organisations and associations ........................................................ 11
Awareness of consumers’ rights bodies ........................................................................................... 11 Usage of information or help from consumers’ rights bodies .......................................................... 12 Trust in the information provided by consumers’ rights bodies and other institutions and
services ............................................................................................................................................. 13
5. Support for an independent consumer organisation ......................................................................... 14
6. Consumers’ rights and protection in Estonia .................................................................................... 15
7. Consumer problems in Estonia ......................................................................................................... 16
Occurrence of problems ................................................................................................................... 16 Problem solving ................................................................................................................................ 17 Unfair advertising ............................................................................................................................. 18
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 4
Introduction
This document summarises the results of a second wave of three surveys relating to a major
information campaign on consumers’ rights in Estonia, which itself consists of three waves. The aim
of the three surveys is to track trends in public opinion and to measure the effects of the campaign on
the target group: residents in Estonia aged from 21 to 45.
At the time when this Eurobarometer survey was carried out, two waves of the campaign had already
been conducted. The first wave was launched at the beginning of November 2008 and lasted until mid-
December 2008 and the second wave was conducted throughout February 2009. The third wave was
launched in mid-April 2009 and will continue until mid-May 2009. The information campaign
includes TV spots, print ads in newspapers, web ads and Public Relations (PR) activities, featuring
Kalevipoeg, a giant hero from Estonian folklore.
Respondents were asked about:
their awareness of the information campaign
their assessment of the campaign’s value
any problems they had experienced when purchasing products or services
the sources they used in order to be better informed about consumers’ rights
their awareness of organisations that provide information and assistance on consumers’ rights
their assessment of such organisations.
In order to track changes in Estonian public opinion, the results of the current wave have been
compared (where the same question was asked in both surveys) to those of the first wave that was
conducted in July 2008. Besides the overall findings for the 21 to 45 year-old respondents in Estonia,
the summary also includes differences between the younger (21-35) and older respondents (36-45).
The fieldwork of the second wave of the survey took place between 7 and 11 March 2009. 1,004
randomly selected citizens aged between 21 and 45 were interviewed in Estonia. The interviews were
carried out by telephone, and supplemented by face-to-face interviews. To correct for sampling
disparities, a post-stratification weighting of the results was implemented based on important socio-
demographic variables.
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 5
1. The information campaign
Campaign awareness
Slightly more than half of the survey participants said they had seen or heard messages about
consumer rights in the weeks prior to the survey (53%). The 36-45 year-olds were more aware of
the campaign than the younger group.
EE
Awareness of messages over the past weeks about consumer rights, %
Q1a Have you over the past weeks seen/heard messages about consumer rights?Base: all respondents
Yes, 53
No, 47
DK/ NA, 1
Total sample
Yes, 49No, 51
Yes, 58
No, 40
DK/NA, 2
21-35 years old 36-45 years old
Nearly half of respondents who remembered the messages on consumer rights could cite the
exact slogan: “Know your consumer rights!” (48%). Approximately a quarter (23%) remembered
that the messages were about consumer rights in general, roughly 1 in 10 respondents thought that they
were about consumers’ rights when returning faulty goods (11%) and 1 in 20 remembered messages
about consumer rights in the EU.
exact slogan: “Know your consumer rights!”
about consumer rights – in general
about consumer rights regarding returning faulty goods
about consumer rights in EU
about returning faulty goods internet shopping - not mentioned consumer right
about consumer rights regarding internet shopping
about internet shopping - not mentioned consumer rights
about people not knowing their right as consumer in EE
about consumer rights regarding holiday packages
about holiday packages - not mentioned consumer right
other
DK/NA
EE
The messages the respondents have seen/heard, % of mentions
Q1a_a. Can you please tell me what this/these message/s was/were?Base: who have seen/heard over the past weeks messages about consumer rights
Total sample By age characteristics
48
23
11
5
4
4
3
1
0
0
7
14
51
20
11
6
4
4
3
2
0
0
7
14
43
28
11
5
5
4
3
1
1
1
7
13
21
21-35 years old
36-45 years old
Eleven percent thought the main messages had been linked to Internet shopping in some way –
regardless of whether they remembered that the ads had mentioned consumer rights or not. Fourteen
percent could not – or would not - name any of the ads’ messages.
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 6
The 21 to 35 year-olds were more likely to remember and cite the main slogan, while the 36 to 45
year-olds were more liable to remember that it was about consumer rights in general.
If we extrapolate those results to the total
sample of respondents, we can see that the
campaign slogan was familiar to more than 6
in 10 respondents (63%); passive knowledge
was more pronounced than active (38% when
prompted vs. 25% unprompted knowledge).
Those 37% of respondents who were not
familiar with the message “Know your
consumer rights!” (neither prompted nor
unprompted) were further asked whether they
remembered advertisements, messages or
information about consumer rights regarding the
return of faulty goods, holiday packages or
Internet shopping. Eight in 10 of those
respondents did not remember, and 17%
recalled hearing this kind of information. The
36 to 45 year-olds were slightly more likely to be aware of the message than the 21-35 year-olds.1
As a next step, those survey participants who said they had seen or heard, over the past week, ads or
news articles regarding the return of faulty goods, misleading holiday packages or rights when Internet
shopping were asked whether they were aware of the messages that were broadcast with the assistance
of Kalevipoeg2. It has to be noted that those were only very few respondents (64), and results therefore
have to be handled with care. A majority of them - 43 respondents (66%) -said they were aware that
the folk hero figured in the messages, while 19 (30%) did not remember.
If we combine the answers to the questions about whether respondents had seen or heard messages
about consumers’ rights in general (Q1a), had seen or heard the slogan (Q1b) or specific messages
about consumers’ rights regarding the return of faulty goods, problems with holiday packages or when
Internet shopping (Q1c), we see that three-quarters of Estonian respondents were familiar with at
least one specific message of the information campaign on consumer rights.
EE
Awareness of any kind of messages (about the consumer rights, about the slogan ‘Know your consumer rights!’, about bank loans, holiday packages, internet shopping) %
Q1a Have you over the past weeks seen/heard messages about consumer rights? /Q1b. Have you over the past weeks seen/heard advertisements/news articles saying that „Know your consumer rights!„? /Q1c. Have you over the past weeks
seen/heard advertisement, messages, information about consumer rights regarding returning faulty goods, holiday packages or internet shopping?
Base: total sample
Awareness
of any message, 75
Other answ.
25
Total sample 21-35 years old 36-45 years old
Awareness
of any message, 73
Other answ.
27
Awareness
of any message, 77
Other answ.
23
1 Please note that campaign spots about problems relating to problems with holiday packages had not been aired at the time that the
Eurobarometer survey was conducted. 2 A giant hero from Estonian folklore who was used in the campaign.
EE
25
25
25
38
38
37
Total sample
21-35 years old
36-45 years old
Unpromted awareness Prompted awareness
Awareness of the message: ‘Know your consumer rights!’, %
Q1a_a_01. Can you please tell me what this/these message/s was/were? - The exact slogan is mentioned
”Know your consumer rights!” – message with KalevipoegQ1b. Have you over the past weeks seen/heard
advertisements/news articles saying that „Know yourconsumer rights'
Base: total sample
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 7
Media channels
TV spots were the part of the campaign that had the most impact. Indeed, those respondents who
were familiar with the campaign3far more frequently cited the TV as a source of information (75%),
followed by the media (newspapers/magazines) and the Internet (both 13%). The 21 to 35 year-olds
were more likely to remember TV spots and the Internet campaign, while the 36 to 45 year-olds more
frequently recalled messages from the print media and radio.
78
10
14
4
2
0
2
8
70
18
11
9
1
1
1
12
TV
newspaper/magazine
internet
radio
brochure/leaflet
family, friends, colleagues
other
DK/NA
EE
The channels of messages about the consumer rights, % of mentions
Q2. Where did you see/hear this/these messages about consumer rights? Base: who are aware of any kind of advertisement
Total By age characteristics
75
13
13
7
2
1
2
9
TV
newspaper/magazine
internet
radio
brochure/leaflet
family, friends, colleagues
other
DK/NA21
21-35 years old
36-45 years old
Evaluation of the information campaign
Most respondents who were aware of any kind of messages about consumer rights gave a
positive overall assessment of the campaign. Indeed, more than 8 in 10 respondents thought that the
messages were useful (83%), while 6% didn’t see any use in the campaign. About one in six (16%),
however, thought the campaign was very useful.
EE
Usefulness of the information received through the information campaign, %
Q3A. Did you find the information you have received through these messages/this information campaign ... Base: who are aware of any kind of advertisement
16
67
51
11
Total 21-35 years old 36-45 years old
Very useful Useful Not useful Not useful at all DK/NA
16
68
50
1015
66
62
12
3 This is the aforementioned combined amount of respondents who were aware of any kind of message
throughout questions 1a to 1c, i.e. 75% of the total survey participants.
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 8
Asked more specifically about some virtues of the campaign’s messages, a large majority of
Estonians responded positively. Nearly 8 in 10 of those aware of the campaign thought that the
messages were easy to understand (78%); two-thirds thought they were easy to remember and roughly
7 in 10 considered them to be convincing (69%).
The younger age group gave a more positive judgment of the messages on all counts. For example,
approximately 8 in 10 (82%) of the 21 to 35 year-olds thought that the messages were easy to
understand, while around 7 in 10 of the 36 to 45 year-olds agreed (72%).
EE
72
70
63
11
11
13
easy to understand
easy to remember
convincing
82
79
73
6
10
13
easy to understand
easy to remember
convincing
Evaluation of the messages about the consumer rights, % of mentions
Q3. Did you find the information about your rights as a consumer of returning faulty goods, holiday packages and internet shopping, provided through the campaign on consumer rights ….
Base: who are aware of any kind of advertisement
Total
78
75
69
8
10
13
easy to understand
easy to remember
convincing
Agree Disagree
21-35 years old 36-45 years old
2. Learning about consumers’ rights
As in the previous wave of the survey, Estonian residents were presented with a list of typical
situations (in everyday life) and asked: a) to what extent they felt informed about their rights as
consumers in such situations and b) whether they would like to have more information about their
rights as consumers in such circumstances.
EE
27
32
23
31
19
16
11
12
12
11
11
16
11
14
62
53
47
45
47
38
46
41
43
40
40
42
37
37
9
11
24
17
26
24
35
27
37
30
40
27
38
27
1
3
1
2
2
7
2
6
2
5
2
4
4
9
1
2
5
6
7
15
6
14
6
13
8
12
10
14
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
Know rights well enough and would not like to know more Know some of the rights, but would like to know more
Don't know rights and would like to know more Don't know rights, but don't want to know more
DK/NA
when an electronic or household device you just bought does not work properly
when you have a problem with your phone bill
when you don't like what you ordered via internet/teleshopping
when your package holiday is different from what the brochure promised
when your flight is delayed or cancelled
the payments on the credit you took include unexpected additional fees and
charges
when you came across a misleading advertising
Awareness of and interest in consumer rights, %
Q5. For the following situations, please tell me if you know your rights as a consumer and/if you would be interested to learn more about your rights
Base: all respondents
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 9
Perceived level of knowledge
The chart above shows that, depending on the situation, between 48% and 89% of respondents thought
they had, at least, a basic knowledge about their rights as consumers. Respondents felt most informed
in regard to the purchase of an electronic household device that does not work properly (89%). They
had the least knowledge about their rights when they saw a misleading advertisement: more than 4 in
10 felt uninformed about the rights in this situation (42%).
When comparing the self-assessed knowledge levels of respondents with those of the previous wave,
we can see that in most situations, Estonians are less sure about their rights as consumers in 2009
compared to 2008. Indeed, the share of respondents who felt sufficiently informed that they did not
need further information about their rights decreased in most of the situations described.
Interest in learning more about consumer rights
If we focus on those respondents who would like to know more about their rights when purchasing
certain goods and services we see that a large majority were eager to receive more information
about their consumer rights in all of the tested situations. Between 12% (regarding misleading
holiday package descriptions) and 28% of respondents (regarding electronic devices that do not work
properly) said they had no need for more information about their rights as consumers, most of them
because they felt sufficiently well informed.
Most respondents who wanted to know more about their consumer rights already have a basic
knowledge of such rights. In particular, in regard to newly-purchased household devices that do not
work properly, respondents felt informed but eager to learn more about their rights (62%). The highest
number of respondents who did not know about their consumers’ rights and who would like to know
more was found in relation to credit/loan repayments that have additional charges (40%).
The amount of interest in acquiring more information about consumer rights has clearly
increased over the past months. Indeed, for all of the situations cited in the survey, more respondents
voiced their interest in knowing more about their rights in the current wave compared to the previous
one.
EE
46
41
43
40
40
42
37
37
47
38
62
53
47
45
35
27
37
30
40
27
38
27
26
24
9
11
24
17
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
Know some of the rights Don't know rights
when an electronic or household device you just bought does not work properly
when you have a problem with your phone bill
when you don't like what you ordered via internet/teleshopping
when your package holiday is different from what the brochure promised
when your flight is delayed or cancelled
the payments on the credit you took include unexpected additional fees and
charges
when you came across a misleading advertising
Interest in learning more about consumer rights, %
Q5. For the following situations, please tell me if you know your rights as a consumer and/if you would be interested to learn more about your rights
Base: all respondents
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 10
3. Information sources about consumers’ rights
Methods of seeking information about consumers’ rights
Browsing the Internet is clearly the most popular way for Estonians to get information about
their rights as consumers. Indeed, 8 in 10 respondents named that source when asked to identify one
or more ways in which they would search for information in case they needed advice concerning
consumers’ rights. Approximately one in five respondents would make telephone calls or ask friends
and relatives (both 22%). Slightly more than 1 in 10 would visit an office specialised in advice on
consumer rights (12%). The 21 to 35 year-olds cited the Internet more often than the 36 to 45 year-
olds (85% and 75%, respectively).
EE
75
23
21
13
4
search the internet
making phone calls
ask friends and relatives
visit an information and …
DK/NA
85
21
22
11
3
search the internet
making phone calls
ask friends and relatives
visit an information and …
DK/NA
Information sources about consumer rights,% of mentions
Q6a. How would you look for information and advice about your consumer rights?Base: all respondents
Total sample
81
22
22
12
4
Search the internet
Making phone calls
Ask friends and relatives
Visit an information and advice office
DK/NA
21-35 years old 36-45 years old
Information or advice in case of problems
Most respondents would either turn directly to the shopkeeper or service provider they bought the
goods or service (32%) or call the Estonian Consumer Protection Board hotline 6 201 707 (30%)
when they had a problem with a product, service or seller. Despite more readiness among 21 to 35
year-olds to use the Internet, no important differences were observed between the two age groups.
EE
Asking advice in case of problem with a product, a service or a seller, % of mentions
Q6. Where would you go for information or advice about your consumer rights if you have a problem with a product, a service or a seller?
Base: all respondents
Shopkeepers, sellers, service providers
Dial phone number 6201 707
Search the Internet
Government, Ministry, Public Authority
Website www.consumer.ee
Non-governmental consumer association
Friends and relatives
The European Consumer Centre
Lawyers
Other
DK/NA
Total sample 36-45 years old21-35 years old
32
30
8
6
3
3
2
2
1
3
8
35
37
2
0
5
5
1
1
5
7
31
31
12
5
3
2
2
2
1
3
7
36
34
9
0
3
6
1
2
4
4
32
30
11
6
3
3
2
2
1
3
8
36
35
6
0
4
6
1
2
5
6
03/2009 07/2008
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 11
Compared to the previous wave in 2008, respondents were less apt to turn directly to the seller of the
goods or service provider, to call the help line or to ask their social network for advice. They were,
however, more likely to mention the use of the Internet or public authorities. The readiness to use the
Internet in order to get further advice increased particularly among 36-45 year-olds.
4. Consumers’ rights institutions, organisations and associations
Awareness of consumers’ rights bodies
The Consumer Protection Board was by far the best-known body in the field of consumer
protection in Estonia. Indeed, nearly all respondents knew about the board (prompted and
unprompted awareness combined: 96%), and more than 7 in 10 respondents cited that body
spontaneously (72%). It was followed in terms of awareness by the Estonian Consumers Union,
which was familiar to nearly three-quarters of respondents (73%). However, respondents had rather a
passive knowledge of this body: 1 in 10 could name the Union spontaneously while nearly two-thirds
only recognised the name after being prompted (64%). The Estonian consumers’ website
www.consumer.ee was familiar to 43% of respondents; but here also, the prompted awareness was
much higher than the unprompted figure (36% vs. 7%).
The 36 to 45 year-olds were more frequently able to name the Consumer Protection Board
spontaneously compared to the 21 to 35 year-olds when asked which consumer protection bodies they
knew about (75% vs. 69%); overall familiarity with the board was about the same (97% vs. 95%).
More of the younger respondents could recognise the website www.consumer.ee when its name was
read out to them (40% vs. 31%).
EE
Consumer Protection Board
Estonian Consumers Union
Webiste www.consumer.ee
The European Consumer Centre in Estonia
Consumer Protection Advisory Centre of Tallinn
Tartu Consumer Protection and Advisory Centre
Association of Consumers' Protection Ugandi
Parnumaa Consumer Protection Association
Saaremaa Consumer Protection Association
Awareness of institutions and organisations/associations dealing with protection of consumers’ rights , % of mention
Q7. What institutions and organizations/associations dealing with protection of consumers‟ rights do you know? (unprompted) / Q8. Have you ever heard of ... (prompted):
Base: all respondents
72
78
9
24
7
1
7
1
5
1
3
1
2
0
2
0
1
24
18
64
39
36
23
14
18
20
10
8
9
6
6
6
5
4
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
Total sample 36-45 years old21-35 years old
69
78
10
25
7
1
7
0
5
0
4
0
2
0
1
0
0
26
18
64
38
40
22
14
18
19
10
7
8
6
7
6
6
4
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
7579
8
21
7
18
15
13
12
03
11
2218
64
39
31
2513
1821
108
117
65
44
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
Unprompted Prompted
.
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 12
Participants in the current wave of the survey were less familiar with the different consumer protection
organisations than those in the 2008 wave.4 The two age groups did not differ importantly concerning
the evolution of the familiarity with Consumer protection bodies in Estonia
Usage of information or help from consumers’ rights bodies
About one in five (19%) of those respondents who were familiar with at least one of Estonia’s
consumers’ rights organisations had contacted that one - or another organisation - for information
or help on consumers’ rights; about 8 in 10 had not (81%). The share of those who have had contact
with an organisation has slightly increased since the past wave (+3 percentage points).
EE
Asking for information or help, %
Q9A. Did you ever ask this or any of these organizations for information or help? Base: those who know or heard of any organizations/associations
19
16
81
83
03/2009
07/2008
Total
81
82
19
17
03/2009
07/2008
19
15
81
84
03/2009
07/2008
21-35 years old 36-45 years old
YesNo
The Consumer Protection Board was, by far, the most frequently contacted organisation. Indeed, it was
mentioned by more than 7 in 10 respondents (72%), whereas the other organisations, such as the Tartu
Consumer Protection and Advisory Centre, were contacted by 4% or less of those familiar with such
organisations and who had who contacted one of them. About 1 in 12 respondents (8%) mentioned
bodies that were not listed in the survey.
There were some differences between the older and younger age groups. For example, the 36 – 45
year-olds had more often used the services of the Consumer Protection Board (74% vs. 70%).
EE
Asking an organization for information or help, %
Q9B. Which one? Base: those who asked any organizations/associations for information or help
Consumer Protection Board
Tartu consumer Protection and Advisory Centre
Pärnumaa Consumer Protection Association
Consumer Protection Advisory Centre of Tallinn
Website www.consumer.ee
Saaremaa Consumer Protection Association
Estonian Consumers Union
The European Consumer Centre in Estonia
Association of Consumers' Protection Ugandi
Other
Total sample 36-45 years old21-35 years old
74
2
2
2
1
4
2
3
2
7
70
6
5
5
5
0
1
0
0
9
72
4
4
4
3
2
1
1
1
8
4 Depite respondents not being asked about the website www.consumer.ee in July 2008.
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 13
Seven in 10 Estonians who had used information or advice that had been provided by a
consumer protection organisation were satisfied with the service (71%). Nearly 4 in 10 were very
satisfied (38%) while about 3 in 10 were not satisfied (29%).
Satisfaction among consumer protection organisations clients has decreased over the past
months. Indeed, compared to the wave carried out in July 2008, the number of satisfied respondents
has decreased from 83% to 71% and the number dissatisfied has increased from 16% to 29%.
However, the number of very satisfied clients has remained constant.
EE
Satisfaction with the outcome, %
Q9C(2009)/Q9B(2008). If yes, how satisfied were you with the outcome? Base: those who asked any organizations/associations for information or help
38
39
33
44
18
9
11
7
03/2009
07/2008
Total 21-35 years old 36-45 years old
35
45
34
39
21
9
10
7
03/2009
07/2008
42
31
32
51
14
10
12
8
03/2009
07/2008
03/20…Very satisfied Rather satisfied Rather dissatisfied Dissatisfied DK/NA
The 36-45 year-olds were somewhat more satisfied than the 21-35 year-olds with the service that they
had requested. While overall satisfaction with services has decreased in both age categories, the share
of very satisfied consumers has increased among the older participants but decreased among the
younger ones.
Trust in the information provided by consumers’ rights bodies and other
institutions and services
Respondents had most confidence in the information provided by the hotline of the Estonian
Consumer Protection Board (6 201 707). Indeed, a majority of respondents considered this hotline to
be trustworthy (56%), and 42% felt that it is the most trusted institution. The next most trusted
providers of information – with around one in five participants being confident in their service - were
the Estonian consumers’ website (www.consumer.ee), friends and relatives and lawyers. As for
participants who didn’t know which institution they trusted the most, or second most, 10% and 30%,
respectively, gave such a response.
The trust in the information provided by shopkeepers and service providers, friends and
relatives, non-governmental consumer associations and the EU contact points has decreased over
the past months. In addition, the share of “don’t know” answers and “no responses” has increased
from 15% to 40% for both mentions.
The 21 to 35 year-olds found the information provided by the Estonian consumer website
(http://www.consumer.ee/), by friends and relatives, and by lawyers to be more trustworthy than the 36
to 45 year-olds did; the older participants, however, were more confident in shopkeepers, sellers or
service providers, and non-governmental consumer organisations.
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 14
EE
The most trusted institutions, organisations and services, %
Q10. Who would you trust most to give you correct information and advice on your consumer rights, firstly? And than secondly?
Base: all respondents
Phone number 6201 707
Website www.consumer.ee
Friends and relatives
Lawyers
Shopkeepers, sellers or service providers
A non-governmental consumer association
The EU contact points
The Government
Other
DK/NA
Total sample 36-45 years old21-35 years old
most trusted second most trusted
4239
9
913
99
617
710
12
22
53
105
1424
13
1116
1012
714
48
410
22
64
3010
03/2009
07/2008
03/200907/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
4339
11
1013
1010
416
511
12
22
43
113
1426
13
1115
1214
712
57
39
23
54
2810
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
4240
7
713
77
919
109
11
22
53
106
1421
13
1017
910
615
310
411
11
85
3310
03/2009
07/2008
03/2009
07/2008
03/200907/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
5. Support for an independent consumer organisation
Survey participants were presented with three different ways in which they could financially support
an independent consumer organisation and asked, for each option, whether they were ready to offer
that support or not. Slightly more than half of the respondents were ready to offer at least one of
the suggested possibilities (53%) and one in 10 said they were ready to support the organisation
by any of the proposed means.5
Four in 10 respondents would welcome part of their taxes going to such an organisation instead of to
the government. One-third of respondents would support the organisation by making an income tax-
deductible donation, while a direct payment via an annual membership fee of 200 Estonian kroons
(18%) was the least popular means of support.
EE
Paying an annual membership fee of 200 EEK
Giving this association a donation which you can deduct from your income taxes
Giving this association a percentage of your taxes instead of paying them to the
Government
Support for an independent consumer organisation, % yes
Q11_A/B/C. Would you be willing to support an independent consumer organisation by…?Base: all respondents
40
30
33
22
18
7
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
Total sample 36-45 years old21-35 years old
42
31
32
22
17
7
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
38
29
35
20
20
7
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
5 The support suggestions were: “Giving the association a percentage of your taxes instead of paying them to the government”, “Giving the
association a donation which you can deduct from your income taxes” and “Paying an annual membership fee of 200 EEK”. Fifty three
percent of respondents answered at least one of the questions with "yes”, and 10% answered each of the questions with yes.
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 15
Compared to the previous wave, the readiness to pay for such an organisation has increased:
10%-11% more respondents were now ready to financially support such an organisation. The 21 to 35
year-olds were more likely to prefer that a percentage of their taxes went to the organisation instead of
to the government, while members of the older age group were slightly more likely to prefer to give a
donation deductible from income tax or an annual membership fee.
6. Consumers’ rights and protection in Estonia
Thirty-eight percent of respondents felt that Estonian consumers were less protected than other EU
citizens and 37% believed that they enjoyed the same level of consumer protection as residents of
other EU Member States; 2% had the impression that Estonian consumers were better protected
than those in other EU Member States. About a quarter did not know how to assess the protection level
in Estonia in comparison to other EU countries (23%).
EE
Total sample
2
3
37
33
38
47
23
17
03/2009
07/2008
21-35 years old 36-45 years old
Consumer rights compared to other EU countries, %
Q12(2009)/Q14(2008). Compared to other EU countries, do you think consumers in Estonia have the same, less or more consumer rights and protection?
Base: all respondents
More Same Less DK/NA
1
3
43
37
33
45
22
15
03/2009
07/2008
2
3
29
27
44
50
26
19
03/2009
07/2008
The survey results indicate that Estonians feel that the level of consumer protection in their
country is rising. While in 2008, nearly half of the respondents said that they felt less protected as
consumers than their European counterparts (47%), that share shrank to 38% in 2009. The 36-45 year-
olds were more critical than the 21 to 35 year-olds about the level of consumer protection (44% and
33%, respectively, feeling that rights in Estonia are less than in other Member States).
Nearly half of the respondents felt that Estonian shopkeepers and service providers respected
consumer rights less than their counterparts in other EU Member states (48%). Approximately 3
in 10 respondents (28%) thought that they showed the same amount of respect as their colleagues in
other EU countries and a handful thought they showed more respect (6%).
Over the past months, the share of those who felt that the sellers of goods and services respected the
rights of the consumers better in Estonia than in other EU countries has slightly increased while the
number of those who thought that they showed an equal level of respect compared to other EU
Member States has decreased.
EE
Total sample
6
2
28
33
48
48
19
18
03/2009
07/2008
21-35 years old 36-45 years old
Respecting consumer rights compared to other EU countries, %
Q13(2009)/Q15(2008). Compared to other EU countries, do you think sellers and service providers in Estonia respect consumer rights and protection rules equally, better or worse?
Base: all respondents
5
1
30
33
51
49
14
17
03/2009
07/2008
6
3
25
32
44
47
25
19
03/2009
07/2008
Better Equally Worse DK/NA
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 16
Half of the younger respondents (51%) thought Estonian shopkeepers and service providers were
respecting consumer rights less than their European counterparts, compared to 44% of the older ones.
The 36-45 year-olds were also less likely to judge them as being as respectful towards their clients’
rights as their counterparts in the rest of Europe (25% vs. 30% of the younger group). In 2009, roughly
a quarter of the older group could not – or would not – answer the question.
A total of 45% of respondents thought that the Estonians justice system was not efficient in
punishing businesses that misled or cheated their customers, while a quarter of respondents
thought it was. Roughly 3 in 10 respondents (31%) did not know how to judge the efficiency of the
Estonian legal system or gave no answer.
The belief in the effectiveness of legal punishment to fight consumer fraud in Estonia has slightly
decreased compared to the first wave of the survey (2008).
EE
Total sample
25
28
45
41
31
31
03/2009
07/2008
21-35 years old 36-45 years old
Efficiency of legal retaliation for cheating or misleading consumers, %
Q14(2009)/Q16(2008). In general, would you say that the Estonian justice system is efficient in punishing businesses that mislead or cheat consumers?
Base: all respondents
26
29
45
42
28
30
03/2009
07/2008
22
27
44
39
34
33
03/2009
07/2008
Yes (efficient) No (not efficient) DK/NA
7. Consumer problems in Estonia
Occurrence of problems
Approximately 3 in 10 Estonians reported that they had had a problem when buying goods
and/or services at least once over the past months (28%).6 As in the previous wave of the survey
(carried out in July 2008), most problems were reported in the telephone and/or mobile telephone
company sector (14%), followed by those linked to shops selling household or electronic devices
(8%). Comparisons to the previous wave are somewhat limited as respondents in 2008 were asked
whether they had experienced problems over the past two years, while the reference timeframe was
only the past months in the 2009 survey. Accordingly, respondents reported fewer - or approximately
the same number of - problems in 2009 compared to 2008.
Looking at the two age groups, and their responses in 2008 and 2009, we see that the 36 to 45 year-
olds complained less about the (mobile) telephone company sector in 2009 than in 2008 (12% vs.
18%). They were more likely, though, to have reported problems with banks and other credit providers
(6% vs. 4% in 2008), while results remained about the same for the younger age group.
6 They named at least one of the listed problems.
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 17
EE
Telephone and/or mobile phone companies
Shops selling household or electronic devices
Banks or other credit providers
Buying on the internet or via teleshopping
Airlines or charter flight companies
Tour operators / Travel agencies
Having problems with... , % of yes
Q15(2009)/ Q2(2008). Have you over the past months/past two years had any problems with ...Base: all respondents
14
17
8
13
6
5
4
5
3
4
3
4
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
Total sample 36-45 years old21-35 years old
15
16
8
14
6
7
4
7
4
5
3
4
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
12
18
7
11
6
4
3
4
2
4
3
5
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
03/2009
07/2008
Problem solving
Most of those people who had experienced problems said they complained directly to the seller
or service provider (60%), while 8% sought information on their consumer rights and 5% asked for
help from governmental consumer authorities. A few respondents asked a non-governmental consumer
organisation, consulted their social network (friends and family) for help or filed an official complaint
(all 2%) or consulted a lawyer (1%).
EE
I complain to the seller or service provider
I seek information about my rights
I ask help from a government consumer authority
I ask help from a non-governmental consumer association
I ask advice from friends and/or family
I file an official complaint (court, authorities)
I consult a lawyer
Other
Nothing
DK/NA
Consumer actions after experiencing problems
Q16(2009)/Q3(2008). If yes, what did you do when this happened to you?% mentioned, base: who had any problem over the past three years
60
8
5
2
2
2
1
9
17
3
53
17
13
1
13
3
3
13
8
1
Total sample 36-45 years old21-35 years old
58
9
4
3
3
2
1
8
18
4
54
17
13
1
15
2
2
13
8
2
62
7
7
1
1
2
0
10
15
3
51
18
12
1
11
4
3
13
9
1
03/2009 07/2008
The share of respondents who had complained directly to the seller or provider of the goods or
service has increased over the past year, while the numbers searching for information on consumer
rights, requesting help from a public consumer organisation and asking for advice from friends and/or
Summary Flash EB No 268- Consumer protection and consumer rights (EE)
page 18
family has dropped considerably. The number of respondents who took no action increased from 8%
to 17 %.
The 36 to 45 year-olds complained to the sellers or service providers directly and asked for help from a
public consumer authority on a slightly more frequent basis; the younger group, however, more
frequently sought information on their rights or requested the help from non-governmental consumer
organisations. They were also somewhat more likely to do nothing.
Unfair advertising
One in 10 respondents complained about having been a victim of a misleading advertisement or
unfair commercial practice in the past months (88%). Responses in the two age groups did not
differ significantly in that respect.
The same limitations concerning comparisons between the 2008 and 2009 are just as applicable here
as in the first section of this chapter. In the previous wave, twice as many respondents said they
were a victim of misleading advertising or an unfair commercial practice (20%), but the
timeframe was also longer than in the current wave (i.e. the past two years instead of the past months).
EE
Total sample
10
20
88
77
2
4
03/2009
07/2008
21-35 years old 36-45 years old
Being a victim of a misleading advertising or an unfair commercial practice, %
Q17(2009)/Q4(2008). Have you over the past months/past two years been victim of a misleading advertising or a commercial practice that you considered to be unfair?
Base: all respondents
11
20
88
76
2
5
03/2009
07/2008
9
19
88
79
3
3
03/2009
07/2008
Yes No DK/NA
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