.png)
DOMESTIC Trade and Cost of Living (KPDN) Minister Datuk Armizan Mohd Ali has called for a strengthened and modernised enforcement apparatus under his ministry, as the government rolls out Consumer Policy 2.0 alongside the ministry’s 54th Enforcement Day celebration today.
Speaking at the launch, Armizan said the dual event symbolised both recognition of enforcement personnel and a renewed policy direction aimed at reinforcing consumer protection, market regulation and economic resilience under the Malaysia Madani framework.
Armizan said KPDN occupies a distinctive role, combining economic stewardship, consumer protection and enforcement functions across 28 Acts of Parliament, with 14 directly under its enforcement division, including the recently returned Franchise Act 1998.
He noted that the enforcement machinery has evolved significantly since its establishment in 1972 with just 12 officers overseeing two laws, expanding into a complex regulatory body tasked with addressing modern trade and consumer offences.
These now include profiteering, online commercial misconduct, direct selling violations, price manipulation and promotional abuse, leakage of controlled goods, subsidy fraud, consumer rights breaches and intellectual property offences.
Armizan said enforcement must evolve in step with rapidly changing market dynamics, particularly in the digital economy.
“We have placed enforcement agility as one of the core pillars of KPDN’s direction starting from 2024 and continuing onward,” he said, adding, enforcement officers must now adopt a dual function that blends firm regulatory action with public education and engagement.
“KPDN enforcement officers must have the muscle of an enforcer and the mind of an educator.,” he said.
The minister said KPDN’s public outreach through social media had expanded significantly, reaching millions of users and strengthening public awareness of consumer rights and enforcement activities.
He also highlighted the need to enhance capabilities in intelligence gathering, investigations, prosecution support and inter-agency cooperation, noting that discussions on structural improvements to the enforcement division had previously reached the highest levels of government.
While acknowledging fiscal constraints on institutional restructuring, Armizan cautioned that maintaining the status quo was not a viable long-term option. “I do not intend to make a formal request at this event, but with hopes as high as Mount Kinabalu, I sincerely hope the Deputy Prime Minister can support the empowerment agenda of the KPDN Enforcement Division,” he said.
Armizan also launched Consumer Policy 2.0, which replaces the original framework introduced in 2002, with the aim of producing consumers who are informed, intelligent and resilient within a more inclusive consumer ecosystem.
He said implementation would be supported by sustained public engagement, including a 30-episode video series to be rolled out after the launch.
“Consumers are the people, and all people are consumers,” he said, linking consumer welfare directly to household wellbeing and purchasing power.
He stressed that consumer policy must be aligned with broader national efforts to manage cost-of-living pressures under the Madani Economic Framework and the National Cost of Living Action Council (NACCOL), particularly through income strengthening and enhanced purchasing power.
Armizan acknowledged that global geopolitical tensions, particularly energy and supply chain disruptions, have contributed to rising prices and increased pressure on households.
He said the government has introduced mitigation measures, including targeted subsidies and intervention mechanisms, to cushion the impact on citizens.
Citing fuel support as a key example, he said the continuation of the RON95 subsidy programme represented a major fiscal commitment despite rising global oil prices.
He said monthly subsidy expenditure had increased sharply from RM700 million before the crisis to more than RM6 billion during the period of volatility, with projections reaching RM7 billion per month in April 2026.
He broke down the scale of spending, noting the government was effectively spending about RM200 million daily, RM8.2 million hourly, RM138,000 per minute and RM2,300 per second on fuel subsidies.
Under the BUDI95 framework, he added, per-user fuel subsidies had risen from RM82.50 to RM282 for the same monthly consumption of 150 litres, reflecting the impact of higher global fuel prices.
Armizan said these figures underscored the government’s commitment to protecting citizens but stressed that public cooperation remained essential for policy effectiveness.
He added that the news policy is anchored on the theme “Consumer Activism: Our Voice, Our Power”, reflecting a shift towards greater public participation in shaping market behaviour.
He added that consumer empowerment must extend beyond rights awareness to include responsible consumption habits, discouraging impulsive spending and consumption driven by social pressure or fear of missing out.
Armizan said by calling for collective commitment from government agencies, industry players, consumer associations, the media and the public to ensure the successful implementation of the new policy framework.
He expressed appreciation to Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi for attending the ceremony, saying his presence underscored strong federal backing for KPDN’s agenda. - April 28, 2026
