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Consumer Policy in the EU: How To Get Closer to the Citizens
The European Union is often criticised for diverse reasons. There is, however, one ‘evergreen’ source of frustration, especially among scholars: the so-called democratic deficit.
Behind this expression there are many hidden issues - one can criticise the lack of European ‘demos’ or European media, or one can dislike the way European elections are considered to be second-rank elections, or one can express discontent with the indirect election of the members of the Council of Ministers.
The European Commission tries hard to overcome these gaps with active communication policies. The latter, however, hardly reach the average EU consumer, but often attract unrepresentative elites. In comparison, consumer policy in the European Union might achieve exactly what communication policy has not.
Consumer policy: content and origin
Over the past years, the EU has extended its activity in consumer affairs. The area developed especially during the 90s, with a separate Directorate-General for Health and Consumer Affairs growing substantially. This might seem surprising, given the limited supranational competences in the field.
All issues of citizen rights and protection are discussed - from consumers’ flight rights to consumer entitlement to be truthfully informed about the food chain and animal diseases. It is in this crucial area that every consumer in the European Union - from Ireland to Romania - sees the impact and the work of the Union.
A transparency issue: communicating the EU via consumer policy
And it is this approach to bring the EU closer to its citizens that the European Commission and the European Parliament (EP) have chosen to highlight. If one walks past the EP building in Brussels or if one decides to look at one of the yearly brochures informing citizens about the work of the EU, consumer policy is omnipresent. For example, the flyer “Europe and You”, gives an overview of the topics and areas the European Commission deems worthy of showing its citizens. Economic recovery, environmental protection, development aid, sickness, animal welfare, reduced roaming costs, and online shopping. Four out of seven topics are directly related to consumer and health affairs. This seems to confirm that the Commission has found a theme that can be communicated easily to the citizens.
What makes consumer policy unique is its accessibility. No matter the education level or knowledge on EU institutions and policy process, every European citizen understands the benefits of protecting consumers. As a result, the Commission can relocate its communication policy from the educated elite to the average EU citizen. This is why consumer policy is considered to be a ‘win-win-situation’. Consumers win as they are helped in everyday life and their rights are defended. The EU wins because it is seen as a positive force that is not only concerned about vague and abstract technical details, but also about actual benefits for its citizens, who are, after all, providing the financial resources for the EU apparatus.
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