The Communication for Development and Advocacy Consult (CDA Consult) has launched a nationwide consumer protection campaign urging Ghanaians to verify the authenticity of products and services before making purchases, as concerns grow over the proliferation of counterfeit goods, online scams and misleading advertisements.

The advocacy campaign, dubbed “The Trust Economy: Verify Before You Buy,” seeks to empower consumers with the knowledge and tools needed to make informed purchasing decisions while strengthening trust in Ghana’s rapidly expanding digital and retail markets.

Speaking after a stakeholder engagement in Koforidua, the Executive Director of CDA Consult, Mr. Francis Ameyibor, said millions of cedis are lost annually to fake products, fraudulent online transactions and deceptive marketing practices, making consumer vigilance more important than ever.

“Trust is the currency of the modern economy. When a young person buys a phone online, when a mother buys medicine at the pharmacy, or when a trader imports goods for resale, they are making a decision based on trust. Our job is to give them the tools to verify that trust before money changes hands,” he said.

Mr. Ameyibor explained that the campaign, being implemented in collaboration with key state and non-state institutions, is designed not only to warn consumers but also to rebuild confidence between businesses, regulators and the public.

He disclosed that the first phase of the initiative, which will run over two years, will include engagements in all 16 regional capitals and 60 district capitals nationwide.

According to him, the campaign will focus on three major consumer protection concerns: the increasing circulation of counterfeit goods, the rise in digital and online fraud, and the limited public knowledge on how to verify the authenticity of products and businesses.

He noted that counterfeit products, ranging from electronics and cosmetics to pharmaceuticals, are increasingly packaged to resemble genuine brands, making them difficult for unsuspecting consumers to identify.

“We have identified counterfeit goods from electronics to cosmetics and pharmaceuticals. Fake products continue to circulate with professional-looking packaging to deceive consumers, but with the collaboration of regulators, we will expose consumers to a basic verification checklist,” he stated.

Mr. Ameyibor also expressed concern about fraudulent online businesses that lure customers with attractive offers, collect payments and either fail to deliver goods or supply products that differ from what was advertised.

He urged consumers to take time to verify businesses before making payments by checking product registration details, business licences and pricing information.

“We are encouraging consumers to be inquisitive before purchasing any product. Ask vendors the necessary questions, inspect products carefully and, when in doubt, use your mobile phone to verify the information before paying,” he advised.

Describing negligence as one of the biggest enablers of consumer fraud, Mr. Ameyibor said many victims fall prey to scams because they make impulsive purchases or trust advertisements without conducting basic checks.

“‘Don’t be negligent’ is a deliberate call to action. Negligence means buying on impulse, believing every advert and skipping simple verification because something appears legitimate,” he stressed.

As part of the campaign, CDA Consult will collaborate with regulators, trade associations, manufacturers, importers, exporters, corporate organisations, procurement professionals, community groups and social media influencers to make product verification a routine practice among consumers.

“We want ‘Have you verified it?’ to become as common as ‘How much is it?’ That one question can break the chain of fraud,” he noted.

Mr. Ameyibor said the campaign forms part of CDA Consult’s broader Communication for Development agenda, which promotes informed decision-making as a catalyst for stronger businesses, increased investment and improved public health.

He disclosed that engagements are underway with regulatory agencies to simplify verification processes through digital platforms, including USSD and WhatsApp services, to enable consumers to authenticate products and businesses with ease.

“Development is not just about roads and hospitals. It is also about the confidence people have when they spend their hard-earned money. That confidence must be earned, and it must be verifiable,” he said.

According to him, the “Verify Before You Buy” campaign is intended to complement the work of regulatory bodies and law enforcement agencies by empowering consumers to become the first line of defence against fraud and counterfeit products.

“Without consumer alertness, the efforts of regulators, law enforcement agencies and genuine manufacturers cannot achieve the desired impact. Before you pay for anything, take one step back, verify and then proceed,” he urged.

Mr. Ameyibor emphasised that in today’s interconnected global economy, where billions of dollars can be transferred with a single click, the consequences of negligence can be severe.

“The Trust Economy: Verify Before You Buy is not about promoting suspicion. It is about respecting your money, protecting your health and safeguarding your community.

“Don’t be negligent. Verify before you buy. Because in a trust economy, the smartest buyer is the informed buyer,” he said.

He explained that the nationwide campaign seeks to transform consumer behaviour from passive purchasing to active verification by promoting education, awareness, action and protection as its four guiding pillars.

Mr. Ameyibor called on regulators, manufacturers, dealers, law enforcement agencies and the general public to support the initiative to help build a safer, more transparent and accountable marketplace that rewards genuine products and discourages fraudulent practices.