There is a need to protect consumers from fraudulent businessmen and their selling practices. This protection is necessary for the following reasons:
i. Advertisement may be misleading and this can cause consumers to make unsuitable purchases.
ii. Traders or dealers of specific commodities often form associations to protect their own interest and maximise profit at the expense of an unprotected consumer.
iii. The varieties of commodities are becoming more complicated and only few consumers have much knowledge of all consumer goods.
iv. Consumers’ increasing incomes are often measured by an increasing variety of goods available for them to buy. Confusing varieties of good from which a consumer can choose can easily lead to an unsuitable choice being made.