SUPER consumers are to be put at the heart of consumer law, in a ground-breaking shake-up of Government policy.

Alongside measures aimed at handing power back to consumers in their battle for a fair deal, new powers to crack down on dodgy doorstep salesmen are also being considered.

The package of measures proposed by Trade and Industry Secretary Patricia Hewitt in a consultation document published yesterday will aim to put the consumer at the heart of Government consumer law for the next decade.

They include:

a single point of contact for consumer advice along the lines of the NHS Direct helpline, to be known as Consumer Direct;

development of a clear single "unfair trading" law;

improving consumer protection, with more joined-up working across regions by Trading Standards;

streamlining representation for utility consumers;

improve consumers access to information on traders;

improved processes for consumers to follow through their disputes with companies; and

more effective consumer education.

"Confident, well-informed consumers are good for business and help stimulate a more competitive and innovative economy," Mrs Hewitt said in a speech to the Consumers' Association yesterday.

"But surveys show that when consumers complain and get an unsatisfactory response, 85 per cent take no further action. This is bad news for consumers and business.

"We want to empower people in the UK to become more active, well informed and confident, underpinning the UK's drive to remain at the forefront of global innovation and competition."

The moves were hailed this week by consumer organisations.

"This is a genuine and positive step forward that will offer real benefits to consumers," said Ed Mayo, chief executive of the National Consumer Council.

"Once this strategy is implemented there will be fewer consumer scams, and stronger consumer protection, boosting consumer confidence that flexing their muscles in the marketplace will pay off with improved service and more competition."

During her speech, Mrs Hewitt also launched a major consultation on new powers to tackle dodgy doorstep salesmen.

Options for this consultation, based on an Office of Fair Trading's report published on May 12, include:

a possible ban on cold calling for all property services;

a requirement to ensure that details of consumers' right to cancel are clearly visible in large print on a contract;

prohibiting any money being paid or taken before the seven-day cooling-off period has elapsed;

prohibiting goods being delivered or work being carried under a contract before the seven-day cooling-off period has elapsed in the case of unsolicited visits;

extending the seven-day right to cancel an agreement or purchase (cooling off period) to include visits from salesmen that a consumer has requested; at the moment, the seven-day cooling off period only refers to purchases made when the trader cold-called;

encouraging doorstep selling traders to provide consumers with greater transparency on their products and prices.

"There are legitimate companies who conduct business by means of cold calling and doorstep selling," Mrs Hewitt said.

"There is no wish to inhibit these traders or burden them with additional regulations.

"They can provide a vital service to people who for whatever reason can't get out and about.

"But there is no doubt that there are unscrupulous traders who take advantage of consumers and target the vulnerable, and we are determined to tackle this."

Updated: 08:28 Thursday, July 15, 2004