This article was originally published as: Sepedi Language Speakers’ Perceptions and Experiences of South Africa’s Consumer Protection Act, with Specific Reference to the Banking Industry
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Abstract
The 2008 Consumer Protection Act (CPA) mandates clear communication in business interactions, emphasising plain language tailored to the target audience. This study explores how Sepedi-speaking customers in the banking sector perceive the CPA’s effectiveness, particularly in regard to language rights as mandated in Section 22 of the Act. Through semi-structured interviews with nine participants, three key themes emerged. Firstly, using Sepedi facilitated comfortable communication and informed financial decisions. Participants reported feeling more empowered to make sound choices when information was presented in their preferred language. Secondly, the need for easily understandable documentation was crucial, particularly for those who struggle with legal jargon. Complex language can hinder consumer understanding and disadvantage those with limited knowledge and low levels of literacy. Finally, the study highlights the importance of consumer rights awareness and fair treatment from service providers. Regardless of their language proficiency or knowledge level, all consumers deserve honest and transparent interactions. These findings underscore the crucial role of clear language in empowering consumers and fostering fair market practices.
Authors
- Khutso Makuwa (Tshwane University of Technology, South Africa)
- Gary Collins (Tshwane University of Technology, South Africa)
Keywords
plain language, consumer protection act, consumer rights, language policy, language planning
References
References not available for this article.
