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THE CONSUMER 
PARTNERSHIP 
  

 

Working Paper: #4

 

(GHANA)

 

consumer education is self‐preservation 

CROSS THEIR HEARTS: 
BUSINESS‐2‐CONSUMER 
PRINCIPLES ON WARRANTIES 
This Working Paper was prepared by Jean Lukaz with contributions from Gideon Kwabena Yeboah and 
Emmanuel Treku  
Cross their Hearts: Business‐2‐Consumer Principles on Warranties 

THE CONSUMER 
PARTNERSHIP 
(GHANA)
consumer education is self‐preservation 

 
Businesses must be accountable for the impacts of its decisions and activities on consumers and must always 
incorporate the interests of stakeholders [including consumers] whilst being in compliance with applicable laws 
and adhering to international norms of behaviour. Warranties may insure both the consumer and manufacturer 
or seller from [un]known defects but they may not exclude the latter from liability resulting from adverse effects 
of defective products on consumers. In championing their profit‐making and other objectives, businesses should 
strive to adhere to principles of good business practice as well as consumer protection. Guidelines and principles 
are meant to assist businesses in acting in good faith and engaging in fair trade practices that would not result in 
consumers wasting their time, money and other resources; encourage businesses to deal in quality products and 
services,  which  result  in  costless  warranties  and  increasing  consumer  satisfaction  from  satisfactory  product 
performance; encourage businesses to act responsibly beyond legal compliance as a fundamental duty. 
The principles outlined below detail how responsible business should be conducted in a manner that guarantees 
the  satisfactory  performance  of  their  end  products  whilst  respecting  the  rights  of  consumers  with  regards  to 
warranties. The general principles on warranties are: 
Ethical Business Practices 
Respect for Consumer Rights 
Respect for the Rule of Law 
Social Responsibility 
Respect for international norms of behaviour 
 

ETHICAL BUSINESS PRACTICES 
The Principle: A Business Should Behave Ethically at All Times. 
A business’s behaviour should be based on the ethics of honesty, equity and integrity. These ethics imply a concern 
for people, animals and the environment and a commitment to address stakeholders’ interests. 
A business should actively promote ethical conduct by: 
developing  governance  structures  that  help  to  promote  ethical  conduct  within  the  business  and  in  its 
interactions with others; 
identifying, adopting and applying standards of ethical behaviour appropriate to its purpose and activities 
and consistent with the principles outlined in this Guidance; 
encouraging and promoting the observance of its standards of ethical behaviour; 

http://www.theconsumerpartnership.wordpress.com; http://www.ghanaconsumerwatch.wordpress.com; 
http://www.ghanaconsumerwatch.blogspot.com  

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preventing  or  resolving  conflicts  of  interest  throughout  the  business  that  could  otherwise  lead  to 
unethical behaviour; 

2 

defining and communicating the standards of ethical behaviour expected from its governance structure, 
personnel, suppliers, contractors and, when appropriate, owners, managers, and particularly from those 
that have the opportunity to significantly influence the values, culture, integrity, strategy and operation of 
the business and people acting on its behalf, while preserving local cultural identity; 
THE CONSUMER 
PARTNERSHIP 

Cross their Hearts: Business‐2‐Consumer Principles on Warranties 

(GHANA)
consumer education is self‐preservation 

 

establishing oversight mechanisms and controls to monitor and enforce ethical behaviour; 
establishing mechanisms to facilitate the reporting of unethical behaviour without fear of reprisal; 
recognizing and addressing situations where local laws and regulations either do not exist or conflict with 
ethical behaviour; and 
respecting the welfare of animals, when affecting their lives and existence, including by ensuring decent 
conditions for keeping, breeding, producing and using animals. 
 

RESPECT FOR CONSUMER RIGHTS 
The Principle:  
A Business Should Recognize and Respect Consumer Rights throughout the Production Process. 
Consumer rights under warranties cover the scope of the universal consumer rights that provide guidance on the 
underlying values of consumer protection, which can be useful to businesses as they analyze their warranty issues. 
Products should not be defective so as to violate or trigger the infringement of these consumer rights Warranties 
must recognize consumer rights to: 
satisfaction  of  basic  needs.  This  is  the  right  to  have  access  to  basic  essential  products  and  services, 
adequate food, clothing, shelter, health care, education, water and sanitation.; 
safety.  This  is  the  right  to  be  protected  against  production  processes,  products  and  services  that  are 
hazardous to health or life; 
be informed. This is the right to be given facts needed to make an informed choice, and to be protected 
against dishonest or misleading advertising or labelling; 
choose. This is the right to be able to select from a range of products and services, offered at competitive 
prices with an assurance of satisfactory quality; 
be  heard.  This  is  the  right  to  have  consumer  interests  represented  in  the  making  and  execution  of 
government policy, and in the development of products and services; 
redress.  This  is  the  right  to  receive  a  fair  settlement  of  just  claims,  including  compensation  for 
misrepresentation, badly made products or unsatisfactory services; 

Page

a healthy environment. This is the right to live and work in an environment that is non‐threatening to the 
well‐being of present and future generations 

3 

consumer education. This is the right to acquire knowledge and skills needed to make informed, confident 
choices about products and services while being aware of basic consumer rights and responsibilities and 
how to act on them; and 

 
http://www.theconsumerpartnership.wordpress.com; http://www.ghanaconsumerwatch.wordpress.com; 
http://www.ghanaconsumerwatch.blogspot.com  
THE CONSUMER 
PARTNERSHIP 

Cross their Hearts: Business‐2‐Consumer Principles on Warranties 

(GHANA)
consumer education is self‐preservation 

 

RESPECT FOR THE RULE OF LAW 
The Principle: A Business Should Accept That Respect for the Rule of Law is Mandatory. 
The rule of law refers to the supremacy of law and, in particular, to the idea that no individual or business stands 
above the law, and that government is also subject to the law. The rule of law contrasts with the arbitrary exercise 
of power. It is generally implicit in the rule of law that laws and regulations are written, publicly disclosed and fairly 
enforced according to established procedures. In the context of warranties, respect for the rule of law means that 
a business complies with all applicable laws and regulations regarding the sale of goods, hire purchase, consumer 
protection and warranties. This implies that it should take steps to be aware of applicable laws and regulations, to 
inform  those  within  the  business  of  their  obligation  to  observe  and  to  implement  measures  so  that  they  are 
observed. 
A business should: 
comply with legal requirements in all jurisdictions in which the business operates; 
ensure that its relationships and activities fall within the intended and relevant legal framework; 
remain informed of all legal obligations; and 
periodically review its compliance. 
 

SOCIAL RESPONSIBILITY 
The Principle: A Business Should Operate in a Socially Responsible Manner 
Warranty  issues  regarding  social  responsibility  are  related  to  fair  marketing  practices,  protection  of  health  and 
safety, sustainable consumption, dispute resolution and redress, data and privacy protection, access to essential 
products and services, and education among other matters. The UN Guidelines for Consumer Protection provide 
fundamental information on consumer issues and sustainable consumption (see Box 11). There are a number of 
principles that should guide socially responsible practices toward consumers: 
principles  drawn  from  the  eight  consumer  rights  that  underpin  the  UN  Guidelines  for  Consumer 
Protection : 

http://www.theconsumerpartnership.wordpress.com; http://www.ghanaconsumerwatch.wordpress.com; 
http://www.ghanaconsumerwatch.blogspot.com  

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The UN Guidelines for Consumer Protection is the most important international document in 
the  realm  of  consumer  protection.  The  UN  General  Assembly  adopted  these  Guidelines  in 
1985  by  consensus.  In  1999  they  were  expanded  to  include  provisions  on  sustainable 
consumption.  They  call  upon  states  to  protect  consumers  from  hazards  to  their  health  and 
safety, promote and protect the economic interests of consumers, enable consumers to make 
informed  choices,  provide  consumer  education,  make  available  effective  consumer  redress, 
promote sustainable consumption patterns and guarantee freedom to form consumer groups. 

4 

UN Guidelines for Consumer Protection
THE CONSUMER 
PARTNERSHIP 

Cross their Hearts: Business‐2‐Consumer Principles on Warranties 

(GHANA)
consumer education is self‐preservation 

 
 

RESPECT FOR INTERNATIONAL NORMS OF BEHAVIOUR 
The Principle:  
A Business Should Respect International Norms of Behaviour, while Adhering to the Principle of 
Respect for the Rule of Law. 
In countries where the law or its implementation does not provide for minimum consumer protection 
safeguards in sale of goods regulations, a business should strive to respect international norms of 
behavior in that area. 
In countries where the law or its implementation significantly conflicts with international norms of 
behaviour, a business should strive to respect such norms to the greatest extent possible. 
In situations where the law or its implementation is in conflict with international norms of behaviour, and 
where not following these norms would have significant consequences, a business should, as feasible and 
appropriate, review the nature of its relationships and activities within that jurisdiction 
 

CONSUMER ISSUES 
Businesses that provide products and services to consumers have responsibilities to those consumers and 
customers. Issues that are mainly relevant for people who purchase for private purposes (consumers) are dealt 
with here. 
Responsibilities include providing accurate information, using fair, transparent and helpful marketing information 
and contractual processes. They also involve minimizing risks from the use of products and services, through 
design, manufacture, distribution, information provision, support services and recall procedures.  
The issues raised here apply to all businesses in their role of serving consumers. However, the issues may have very 
different relevance depending on whether it is a product or service under discussion. Businesses have significant 
opportunities to contribute to quality products and services as well as consumer satisfaction through the products 
and services they offer and the information they provide, including information on use, repair and disposal. 

Consumer Issue 1:  
FAIR MARKETING, FACTUAL AND UNBIASED INFORMATION, AND FAIR CONTRACTUAL 
PRACTICES 

http://www.theconsumerpartnership.wordpress.com; http://www.ghanaconsumerwatch.wordpress.com; 
http://www.ghanaconsumerwatch.blogspot.com  

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Fair marketing, factual and unbiased information and fair contractual practices provide information about products 
and services in a manner that can be understood by consumers. This allows consumers to make informed decisions 
about purchases and to compare the characteristics of different products and services. 

5 

Description of the Issue 
THE CONSUMER 
PARTNERSHIP 

Cross their Hearts: Business‐2‐Consumer Principles on Warranties 

(GHANA)
consumer education is self‐preservation 

 
Fair contractual processes aim to protect the legitimate interests of both suppliers and consumers by mitigating 
imbalances in negotiating power between the parties. Responsible marketing may necessitate provision of 
information on the social and environmental impacts across the whole life cycle and value chain. 

Details of products and services provided by suppliers play an important role in purchasing decisions because this 
information may provide the only data readily available to consumers. Unfair, incomplete or misleading marketing 
and information can result in purchase of products and services that do not meet consumer needs resulting in a 
waste of money, resources and time [86][88] and that may even be hazardous to the consumer or the 
environment. 

Related actions and expectations  
When communicating with consumers, a business should: 
not engage in any practice that is deceptive, misleading, fraudulent or unfair, including omission of critical 
information; 
clearly identify advertising and marketing; 
openly disclose total prices and taxes, terms and conditions of the products and services as well as any 
accessory required for use and delivery costs. When offering consumer credit, provide details of the 
actual annual interest rate as well as the average percentage rate charged (APR), which includes all the 
costs involved, amount to be paid, number of payments and the due dates of instalment payments; 
substantiate claims or assertions by providing underlying facts and information upon request; 
not use text or images that perpetuate stereotyping with respect to, for example, gender, religion, race 
and sexual orientation; 
not unfairly target vulnerable groups; 
provide complete, accurate, understandable and comparable information in the languages of the point of 
sale on: 

o

the key quality aspects of products and services as determined using standardized test 
procedures, and compared, when possible, to average performance or best practice. Provision of 
such information should be limited to circumstances where it is appropriate and practical and 
would assist consumers; 

o

health and safety aspects of products and services, such as potentially hazardous processes, 
hazardous materials and hazardous chemicals contained in or released by products; 

o

information regarding accessibility of products and services; and 

the business’s physical address, telephone number and e‐mail address, when using domestic or cross‐
border distance selling, including by means of the Internet, e‐commerce, or mail order. 
http://www.theconsumerpartnership.wordpress.com; http://www.ghanaconsumerwatch.wordpress.com; 
http://www.ghanaconsumerwatch.blogspot.com  

6 

all relevant aspects of products and services, including financial and investment products, ideally 
taking into account the full life cycle; 

Page

o
THE CONSUMER 
PARTNERSHIP 

Cross their Hearts: Business‐2‐Consumer Principles on Warranties 

(GHANA)
consumer education is self‐preservation 

 
use contracts that: 
‐

are written in clear and understandable language; 

‐

are transparent about the duration of the contract and the cancellation periods; 

‐

do not include unfair contract terms, such as the unfair exclusion of liability, the right to 
unilaterally change prices and conditions, the transfer of risk of insolvency to consumers or 
unduly long contract periods; and 

provide clear and sufficient information about prices, terms, conditions and costs. 
 

Consumer Issue 2:  
PROTECTING CONSUMERS’ HEALTH AND SAFETY 
Description of the issue 
Protection of consumers’ health and safety involves the provision of products and services that are safe and that 
do not carry unacceptable risk of harm when used or consumed as directed or indicated, or when they are misused 
in a reasonably foreseeable way. Clear instructions for safe use, including assembly and maintenance are also an 
important part of the protection of health and safety. 
A business’s reputation may be directly affected by the impact on consumers’ health and safety of its products and 
services. 
Products and services should be safe, regardless of whether or not legal safety requirements are in place. Safety 
includes anticipation of potential risks to avoid harm or danger. As all risks cannot be foreseen or eliminated, 
measures to protect safety should include mechanisms for product withdrawal and recall. 

Related actions and expectations 
In protecting the health and safety of consumers, a business should take the following actions and pay special 
attention to vulnerable groups that might not have the capacity to recognize or assess potential dangers. It should: 

minimize risks in the design of products by: 
http://www.theconsumerpartnership.wordpress.com; http://www.ghanaconsumerwatch.wordpress.com; 
http://www.ghanaconsumerwatch.blogspot.com  

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assess the adequacy of health and safety laws, regulations, standards and other specifications to address 
all health and safety aspects. A business should go beyond these minimum safety requirements where 
there is evidence that these higher requirements would achieve significantly better protection, as 
indicated by the occurrence of accidents involving products or services that conform to the minimum 
requirements, or the availability of products or product designs that can reduce the number or severity of 
accidents; 

7 

provide products and services that, under normal and reasonably foreseeable conditions of use, are safe 
for users and other persons, their property, and the environment; 
THE CONSUMER 
PARTNERSHIP 

Cross their Hearts: Business‐2‐Consumer Principles on Warranties 

(GHANA)
consumer education is self‐preservation 

 
identifying the likely user group(s) and giving special care to vulnerable groups; 

identifying the intended use and the reasonably foreseeable misuse of the process, product or service and 
hazards arising in all the stages and conditions of use of the product or service; 
estimating and evaluating the risk to each identified user or contact group, including pregnant women, 
arising from the hazards identified; and 
reduce the risk by using the following order of priority: inherently safe design, protective devices and 
information for users. 
in product development, avoid the use of harmful chemicals, including but not limited to those that are 
carcinogenic, mutagenic, toxic for reproduction, or that are persistent and bio‐accumulative. If products 
containing such chemicals are offered for sale, they should be clearly labelled; 
as appropriate, perform a human health risk assessment of products and services before the introduction 
of new materials, new technologies or production methods and, when appropriate, make relevant 
documentation available; 
convey vital safety information to consumers using symbols wherever possible, preferably internationally 
agreed ones, in addition to the textual information; 
instruct consumers in the proper use of products and warn them of the risks involved in intended or 
normally foreseeable use; 
adopt measures that prevent products from becoming unsafe through improper handling or storage while 
in the care of consumers; and 
when a product, after having been placed on the market, presents an unforeseen hazard, has a serious 
defect or contains misleading or false information, withdraw all products that are still in the distribution 
chain, and recall products using appropriate measures and media to reach people who purchased the 
product. Measures for traceability may be relevant and useful. 

 
Consumer Issue 3:  
CONSUMER SERVICE, SUPPORT, AND COMPLAINT AND DISPUTE RESOLUTION 
Description of the issue 

http://www.theconsumerpartnership.wordpress.com; http://www.ghanaconsumerwatch.wordpress.com; 
http://www.ghanaconsumerwatch.blogspot.com  

Page

Products and services that do not provide satisfactory performance, either because of flaws or breakdowns or as a 
result of misuse, may result in a violation of consumer rights as well as a waste of money, resources and time. 

8 

Consumer service, support, and complaint and dispute resolution are the mechanisms a business uses to address 
the needs of consumers after products and services are bought or provided. Such mechanisms include warranties 
and guarantees, technical support regarding use, as well as provisions for return, repair and maintenance. 
THE CONSUMER 
PARTNERSHIP 

Cross their Hearts: Business‐2‐Consumer Principles on Warranties 

(GHANA)
consumer education is self‐preservation 

 
Providers of products and services can increase consumer satisfaction and reduce levels of complaints by offering 
high quality products and services. They should provide clear advice to consumers on appropriate use and on 
recourse or remedies for faulty performance. They can also monitor the effectiveness of their after sales service, 
support and dispute resolution procedures by surveys of their users. 

Related actions and expectations 
A business should: 
take measures to prevent complaints by offering consumers, including those who obtain products 
through distance selling, the option to return products within a specified period or obtain other 
appropriate remedies; 
review complaints and improve practices in response to complaints; 
if relevant, offer warranties that exceed periods guaranteed by law and are appropriate for the expected 
length of product life; 
clearly inform consumers how they can access after‐supply services and support as well as dispute 
resolution and redress mechanisms; 
offer adequate and efficient support and advice systems; 
offer maintenance and repair at a reasonable price and at accessible locations and make information 
readily accessible on the expected availability of spare parts for products; and 
make use of alternative dispute resolution, conflict resolution and redress procedures that are based on 
national or international standards, are free of charge or are at minimal cost to consumers, and that do 
not require consumers to waive their rights to seek legal recourse. 
 
Material for this paper was adapted from ISO 22000 Guideline Standard on Social Responsibility 
Photos Credit: Cartoon on page 1 was sketched by Kwadwo Frimpong [KNUST] 
© 2010 The Consumer Partnership, Ghana. All rights reserved 

http://www.theconsumerpartnership.wordpress.com; http://www.ghanaconsumerwatch.wordpress.com; 
http://www.ghanaconsumerwatch.blogspot.com  

Page

The Consumer Partnership (THE‐COP) is a non‐profit Consumer Protection Promotional Organization with the 
aim of promoting Consumer Education, Consumer Participation in the Standardization Process in Ghana and 
encouraging Consumer Comparative Shopping. 

9 

The Consumer Partnership‐Ghana [The‐COP] 
PMB KD28 
Kanda‐Accra 
Ghana 
Tel: +233 207 198 999; +233 275 315 135; +233 244 736 924; +233 277 736 924 
Email: jytlukaz@gmail.com; theconsumerpartnership@gmail.com; etreku@gmail.com   

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