Products that are falsely marketed or misrepresented continue to affect consumers in Rwanda, undermining efforts to improve regulation. The concern was raised during discussions at World Consumer Rights Day celebrations held in Kicukiro District on Wednesday, March 18. Paul Mbonyi, the Program Manager at Rwanda Consumer's Rights Protection Organisation (ADECOR), said weak enforcement and misleading practices continue to expose consumers to poor-quality goods. ALSO READ: Proposed consumer protection law seeks to tackle 'unfair' market practices “There is progress in regulations, but the quality and standards of goods and services remain a problem,” he said. He pointed to cases where traders promote products with false claims, including medicines advertised as curing all diseases only to end up deceiving consumers. ALSO READ: Call for more consumer protection measures amid rise in white-collar crimes Antoinette Mbabazi, the Acting Director General of the Rwanda Inspectorate, Competition and Consumer Protection Authority (RICA), said complaints about misrepresented products are common. “You may find someone selling rice labelled as Grade One when it is not. When reported, we intervene to ensure the consumer is compensated,” she said. In the case when the product's misinformation might cause health risks, Mbabazi noted that compensation alone is not enough, tougher penalties may be applied to protect consumers. She added however that enforcement of regulations protects both consumers and honest traders. ALSO READ: Why Rwanda’s new consumer protection bill doesn’t regulate prices “When some sell substandard goods, it creates unfair competition, which also affects the traders.” Holding traders accountable or reporting to them that you were disappointed by the products you were given is not indiscipline. It is responsible citizenship, she said. There is a possibility that the trader might have done it unknowingly, which could help to address the mistakes in future. Gerrard Nsabimana, the Director of Financial Sector Conduct and Consumer Protection at the National Bank of Rwanda (BNR), said consumer satisfaction is improving, but gaps remain. BNR's 2024 survey involving 5,721 consumers across all 30 districts showed satisfaction with financial services rose from 66 per cent in 2021 to 84 per cent in 2024. Speed of service ranked highest among consumer concerns. Staff attitude and communication followed. Many respondents cited poor communication during service disruptions such as ATM or mobile money failures, he said. Transparency remains a concern. Some financial institutions disclose interest rates but fail to clearly present additional charges. Minister of Trade and Industry, Prudence Sebahizi, emphasised that stronger enforcement and public awareness are central to ongoing reforms in consumer protection. Sebahizi explained that the definition of a consumer goes beyond those who pay for goods or services. “Even the services and goods that you don’t pay for, you are still a consumer of them as long as you use it,” he said. This broad perspective reflects the government’s commitment to protecting all users in Rwanda’s evolving marketplace. The minister highlighted that consumers form the foundation of a trustworthy market. “When consumers trust the market, businesses grow... When that trust is there, competition deepens, and innovation flourishes,” he said. He added that such trust is essential for economic performance and Rwanda’s competitiveness in regional and global markets. On transparency and accountability, Sebahizi called for platforms allowing consumers to report dissatisfaction and provide feedback. “We look forward to having a platform where all of us can raise concerns whenever we are not satisfied with a service or product, including delays or poor treatment.” These measures help service providers understand when standards are not met, even if penalties are not immediate, Sebahizi said. He underlined that consumer protection is a shared responsibility. “The government must regulate and enforce. Businesses must uphold quality and integrity, and consumers must remain informed and vigilant. That’s why we have whistleblowers. Whistleblowers are supposed to be consumers,” he said. Sebahizi explained that the government will continue to support businesses, but accountability will remain non-negotiable. He stressed that substandard products and misleading practices have no place in Rwanda as it aspires to be a regional and international model for safe products, quality services, and confident consumers.
