Saudi Arabia’s new consumer protection law could reshape everyday transactions in the kingdom, promising greater transparency, safeguards against harmful business practices and easier access to redress.
But its real test will be whether effective enforcement and swift complaint resolution turn legal guarantees into tangible protection.
Lawyer and legal consultant Dr. Tael bin Fahm told Asharq Al-Awsat that the law could strengthen relations between consumers and businesses by making transactions more transparent and clarifying mutual rights and obligations, creating a more reliable and consistent shopping and service experience.
For consumers, the biggest change would be a shift from seeking redress after suffering harm to preventing it in the first place, he said. That would require clear information on products, services, prices, warranties, contract terms and complaint procedures.
Making Consumer Rights Easier to Enforce
Consumers have long faced hurdles in asserting their rights, from difficulties proving violations and navigating multiple authorities to lengthy disputes, particularly over warranties and defective products, Bin Fahm said.
For some, the cost of pursuing a complaint outweighs the damage itself, discouraging them from seeking compensation.
The solution, he said, lies in simpler complaint procedures, faster decisions, clearer escalation channels and digital tools to track cases.
Recognizing consumer rights is not enough; consumers must be able to exercise them.
Stronger legal protections could also push businesses to improve service quality, ensure credible advertising, strengthen after-sales support and resolve customer complaints more quickly, Bin Fahm said.
Beyond tackling violations, he said, the law could bolster consumer confidence and foster a more competitive market where respect for consumer rights becomes a core measure of business performance.
Enforcement Holds the Key
The law offers an opportunity to strengthen consumer protection as Saudi Arabia’s e-commerce sector expands and the range of goods and services grows. But Bin Fahm cautioned that its impact would depend on enforcement, not merely enactment.
Legislation lays the groundwork, he said, but effective oversight, enforcement procedures and public awareness are what turn legal protections into reality.
He identified clear implementing regulations, effective market oversight, swift complaint resolution, meaningful penalties and accessible compensation for valid claims as critical to success. Greater awareness of rights and responsibilities among consumers and businesses would also be essential.
To gauge whether the law is delivering, Bin Fahm called for measurable benchmarks, including average complaint resolution times, dispute settlement rates, consumer satisfaction and reductions in repeat violations.
Ultimately, he said, success would be measured not by the number of legal provisions or penalties, but by whether consumers feel safe and confident in everyday transactions and can secure their rights without complicated procedures or costs disproportionate to the harm suffered.
The goal is a market where consumer rights are respected as a matter of course and fair business practices are the rule, not the exception.
