Foundation takes TV shopping to task

Users of shopping services on cable TV channels are entitled to more accurate and detailed information on the goods they are offered and better protections on purchases, the Consumers Foundation said yesterday.

"Consumers are easily attracted to TV shopping channels when seeing merchandise under bright lights and music with eloquent hosts and beautiful models," foundation chairman Jason Lee (李鳳翱) said during a seminar on the issue.

Representatives from the three largest TV shopping channels -- Eastern Home Shopping Network, Momo Shop and Viva TV -- agreed to sign a declaration that appropriate information would be disclosed and goods and customer support guaranteed.

"There are in fact snares everywhere. For example, a special price on a TV shopping channel may not actually be a better deal than the market retail price; customer support is offered only in limited instances ... and cannot be accessed under circumstances that are not clearly pointed out in advance; and supplementary goods may not be delivered as agreed between the customer and the seller," Lee said.

Lee also said that exaggerated advertising was a severe problem that misleads consumers.

The foundation also appealed to the government to regulate and monitor TV shopping now that the industry was becoming very lucrative.

Lee said that regular inspection of a sample of goods offered on the channels was indispensable and that companies who break the law should be punished by being publicly named.

A complaints hotline and clear procedures for returning or exchanging goods were also essential to raise the standards expected of the industry, Lee said.