𝐄𝐯𝐨𝐥𝐯𝐢𝐧𝐠 𝐌𝐚𝐫𝐤𝐞𝐭𝐩𝐥𝐚𝐜𝐞 𝐒𝐩𝐚𝐫𝐤𝐬 𝐒𝐮𝐫𝐠𝐞 𝐈𝐧 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐂𝐨𝐦𝐩𝐥𝐚𝐢𝐧𝐭𝐬 𝐀𝐧𝐝 𝐅𝐫𝐚𝐮𝐝 𝐂𝐚𝐬𝐞𝐬

… 𝒄𝒐𝒏𝒔𝒖𝒎𝒆𝒓𝒔 𝒓𝒆𝒑𝒐𝒓𝒕 𝒍𝒐𝒔𝒔𝒆𝒔 𝒇𝒓𝒐𝒎 𝒑𝒂𝒔𝒔𝒊𝒗𝒆 𝒊𝒏𝒄𝒐𝒎𝒆 𝒔𝒄𝒉𝒆𝒎𝒆𝒔 𝒈𝒂𝒓𝒎𝒆𝒏𝒕𝒔 𝒂𝒏𝒅 𝒆𝒍𝒆𝒄𝒕𝒓𝒐𝒏𝒊𝒄𝒔 𝒇𝒂𝒊𝒍 𝒕𝒐 𝒎𝒆𝒆𝒕 𝒆𝒙𝒑𝒆𝒄𝒕𝒂𝒕𝒊𝒐𝒏𝒔

By Yeshi Dolma

A man recalls receiving a phone call from a Bhutanese-named individual claiming to be a fellow Bhutanese working in Dubai. The caller persuaded him to invest 200 US dollars, promising the amount would double within a month. Reassured by the shared identity and the promise of quick returns, he transferred the money. Soon after, the number became unreachable.

“I kept trying to call back, but the phone was switched off,” he said.
“That’s when I realised I had been cheated.”

Similar stories are emerging from other complainants who described being drawn into passive income platforms and schemes such as QNet, where promises of easy profits led them to invest money they could not recover. These cases mark a noticeable shift in the types of consumer grievances being reported, from traditional faulty goods to online scams and deceptive digital transactions.

In January 2026, the Competition and Consumer Affairs Authority received 27 complaints, compared to 10 complaints during the same month last year. While monthly complaint figures can fluctuate, the change in the nature of cases suggests evolving risks in the marketplace.

Non-delivery of goods and services after payment accounted for the largest share of complaints at 25 percent. Several consumers said they had ordered garments through online advertisements that displayed attractive images and discounted prices. After making payment, the products never arrived.

“The advertisement looked genuine and the price was reasonable,” one complainant said.
“After I transferred the money, there was no response.”

Other cases involved vehicle spare parts that were paid for but not supplied. Some consumers reported that driving institutes failed to conduct classes on schedule despite receiving full payment. In multiple instances, businesses refused to provide refunds even when services were incomplete.

Denial of refunds made up 18 percent of complaints. Defective and substandard goods each accounted for 11 percent.

One complainant described purchasing a television for around Nu. 20,000 after being told it was imported from Bangkok or India. Later, he felt the quality did not match the claims.

“I was told it was an imported product,” he said.
“But the picture and sound quality were not what I expected.”

Underweight products were also reported, including gas cylinders, locally packed sugar, channa and zaw. Consumers alleged that the quantities supplied did not correspond with what was indicated.

In another case, retailers were accused of charging higher beer prices under the pretext of GST. The matter was later resolved after consultation with the relevant authority.

Despite the rise in complaint numbers, refund values have decreased compared to last year. In January 2026, refunds totaling Nu. 20,500 were facilitated for two consumers. During the same month in 2025, more than Nu. 0.36 million was recovered.

The Authority clarified that refund amounts alone do not determine the effectiveness of consumer protection mechanisms. Refund figures depend on the size and complexity of cases, the value of transactions involved, and whether consumers sought full monetary compensation.

Of the 27 complaints received in January, 13 were resolved while the remaining cases are under investigation.

The cases broadly fall into two categories. Some involve businesses failing to comply due to weak systems or limited awareness of obligations. These disputes are often resolved once the issue is formally raised. Other cases involve deliberate misrepresentation, such as accepting payments without intention to deliver goods, promoting unrealistic investment returns, or advertising products in misleading ways.

Historical patterns indicate that complaint trends can shift over time. Earlier data from 2022 showed declines in complaints related to unethical trade practices, service commitment failures and faulty goods within a short period. The current pattern suggests that while product quality remains a concern, digital transactions and online promotions are becoming more prominent sources of consumer risk.

Recognising these evolving challenges, the Competition and Consumer Affairs Authority is consulting stakeholders to amend the Consumer Protection Act. The objective is to modernise outdated provisions and address emerging risks linked to digital commerce, online scams and increasingly complex service arrangements.

Proposed reforms include strengthening penalties so they are proportionate and deterrent, particularly for repeat offenders. The Authority is also considering clearer enforcement powers for inspections, evidence collection and administrative actions to reduce reliance on lengthy court proceedings. Another key aim is simplifying legal provisions to clarify business obligations and consumer rights.

As more transactions move online and advertisements spread quickly through social media, consumers are increasingly exposed to new forms of risk. Attractive garment promotions, promises of quick investment returns and claims of imported products can persuade buyers to transfer money without verification.

The January complaints reflect a marketplace undergoing rapid transformation. Consumer grievances are no longer limited to faulty goods on store shelves. They now include cross-border scam calls, online non-delivery and misleading digital promotions.

Whether the proposed legal reforms will effectively address these changing risks remains to be seen. What is clear, however, is that the nature of consumer vulnerability is shifting, and the law is being asked to keep pace.