Kite-mark for Net retailers planned

INTERNET SHOPPERS will be given a guarantee they will not be "ripped off" over the Web under tough consumer protection measures to be published tomorrow.

In a White Paper, the Government will promise action on several fronts to protect drinkers, motorists, homeowners and high street shoppers, who will be able to compare the price of goods on computers in street kiosks.

Websites offering goods for sale will be able to display a special kite- mark showing they are covered by British trading laws, which will enable shoppers to return faulty goods, or complain when they do not arrive.

Stephen Byers, the Trade and Industry Secretary, believes the new electronic hallmark will boost e-commerce by giving the public more confidence to buy and trade over the Internet.

Mr Byers will also pledge to tackle "rip offs" in Britain by "putting the consumer first". His White Paper will argue that demanding consumers are good for business, because they will promote innovation and competitiveness, which will eventually result in better products and lower prices.

About half the population appears to be confused abouthow to make a complaint after buying faulty goods or suffering inadequate services. So the Government will suggest setting up an Internet site advising consumers what to do.

There will be legislation to make it easier for trading standards officers to prosecute rogue traders, and the Office of Fair Trading will be given new powers to enforce existing codes of practice drawn up by consumer bodies.

Banks offering personal loans and credit cards will have to spell out the annual percentage rate (APR) of interest so they cannot attract customers with a lower headline rate in the early part of the agreement. To ensure British consumers do not have to pay more for goods in Britain than in other countries, the Treasury plans to publish a list of comparable prices for products, including Persil washing powder, Ben Sherman shirts and cinema tickets.

The White Paper will also promise:

n Action to ensure drinkers are not served short measures in pubs;

n To require car dealers to guarantee the odometer reading when they are selling a vehicle;

n To draw up a list of accredited builders in an effort to combat "cowboy firms", and

n To enhance the powers of consumer councils.

Mr Byers, a leading moderniser, is expected today to underline the Government's message about the need to continue reforming Britain in one of a series of speeches by cabinet ministers. The party has been given several warnings that New Labour was losing the support of its "core" vote.