CAPITOLUL 6

3527(&

,$&21680$725,/25

Obiective
HYLGHQ LHUHD FRQFHSWXOXL GH SURWHF LH D FRQVXPDWRUXOXL L D

fundamentelor acestuia;
FXQRDWHUHDIDFWRULORULPSOLFD LvQSURWHF LDFRQVXPDWRULORU

prezentarea principalelor revendicri ale consumatorilor privind

produsele agroalimentare.

&RQFHSWXOGHSURWHF LHDFRQVXPDWRULORU

Consumatorul este persoana fizic ce cumpr de pe pia m L

FRQVXPm PmUIXUL LVDX VHUYLFLL GH WRW IHOXO SURGXVH L RIHULWH VSUH
YkQ]DUH

GH

GLYHUL

DJHQ L

HFRQRPLFL

Q

FRQGL LLOH

XQHL

SLH H

FRQFXUHQ LDO

ntregul

e autentice, consumatorului trebuie s i se subordoneze

profesionalism al productorului de bunuri, al

FRPHUFLDQ LORULSUHVWDWRULORUGHVHUYLFLL

Exist ns o serie de motive pentru care consumatorul apare

defavorizat n raporturile sale cu RIHUWDQ LL GH EXQXULL VHUYLFLLFXP
ar fi1:
n plan economic: resursele consumatorului sunt evident mai
reduse dect cele de care dispune agentul economic;

Dinu V.  6WDQGDUGL]DUHD L FHUWLILFDUHD SURGXVHORU (G (FRQRPLFm %XFXUHWL

1999

3URWHF LDFRQVXPDWRULORU

vQ SODQ LQIRUPD LRQDO DJHQWXO HFRQRPLF FXQRDWH PDL PXOWH

despre produsul su dect consumatorul acestuia;

n plan juridic:DJHQWXOHFRQRPLFFXQRDWHPDLELQHOHJLOHFDUH
guverneaz rela LLOH FRPHUFLDOH L VH IRORVHWH GH HOH FX DMXWRUXO
consilierilor juridici, pe cnd consumatorul poate c ignor chiar
LH[LVWHQ DXQHLOHJLFDUHvODSr, prin prevederile ei;
n planul reprezentrii intereselor: SURGXFmWRULL L
GLVWULEXLWRULL VXQW IRDUWH ELQH UHSUH]HQWD L DWkW SULQ RUJDQL]D LL
SDWURQDOH SURIHVLRQDOH L FRPHUFLDOH FkW L SULQ LQIOXHQ D SH

lng autorit LvQVFRSXODGRSWrii unor reglementri care s LQ

cont de interesele lor, pe cnd consumatorii sunt o mas, adesea
amorf, de indivizi dintre care pu LQL WLX V-L SURPRYH]H
LQWHUHVHOH SULQ DF LXQL vQ FDGUXO XQRU RUJDQL]D LL FDUH V-i
reprezinte.
Diversificarea continu a ofertei de mrfuri n cDGUXOSLH HORU
VRILVWLFDUHD VLVWHPXOXL GH LQIRUPDUH L vQGHRVHEL D XQRU SXEOLFD LL

comerciale, alturi de eforturile diferitelor firme de a atrage

VHJPHQWH WRW PDL PDUL GH FRQVXPDWRUL DX JHQHUDW R FUHWHUH D

complexit LL SURFHVXOXL GH FXPSrare a mrfurilor, sporind, pentru

consumatori, dificultatea alegerii produselor, a stabilirii ncrederii n
SURGXVH /D DFHDVWD VH PDL DGDXJm L IDSWXO Fm OLEHUD DOHJHUH D

consumatorilor este limitat, n multe situa LLGHGLIHULWHLQVWLWX LLDOH

statului, ale producmWRULORULFRPHUFLDQ LORULDUvQXQHOHFD]XULFKLDU
GH DO L FRQVXPDWRUL FD XUPDUH D VLVWHPXOXL GH UHOD LL FH GRPLQ
societatea, a posibilit LORU UHGXVH GH ILQDQ DUH D  SURGXFHULL L
FRPHUFLDOL]mULL

EXQXULORU

SUHFXP

L

D

FDSDFLWm LL

GLIHULWH

GH

cumprare a diverselor categorii de consumatori. De asemenea,

JHQHUDWH GH OXSWD FRQFXUHQ LDO, s-DX vQPXO LW SUDFWLFLOH DEX]LYH GH
IRORVLUH D XQRU IRUPH DJUHVLYH GH SURPRYDUH L GH YkQ]DUH D
PmUIXULORU vQ JHQHUDO L D SURGXVHORU DOLPHQWDUH vQ VSHFLDO 7RDWH

acestea echivaleaz practic cu o presiune fcut asupra

consumatorilor.
Avnd n vedere aceste realit LFDUHVHPDQLIHVW pretutindeni
vQ OXPH 2UJDQL]D LD 1D LXQLORU 8QLWH 218 GXS ample studii,
FRQVXOWmUL L FRODERUmUL DOH GLIHULWHORU VDOH RUJDQLVPH FX LQVWLWX LL L
JXYHUQH GLQ QXPHURDVH

ri a adoptat, prin rezolu LD QU GLQ 

aprilie 1985 a Adunrii Comerciale, Principiile directoare pentru

Agromarketing
SURWHF LD FRQVXPDWRUXOXL FDUH vQ HVHQ

, vizeaz urmtoarele
obiective:
ajutarea WXWXURU rilor n elabRUDUHD XQHL SROLWLFL L OHJLVOD LL
SULYLQG SURWHF LD FRQVXPDWRULORU FkW PDL FRUHVSXQ]toare
FRQGL LLORUGLQILHFDUH DU;
promovarea cooperrii interna LRQDOH vQ GRPHQLXO SURWHF LHL
consumatorilor;
crearea FRQGL LLORU SHQWUX IDFLOLWDUHD SURGXFHULL L
comeUFLDOL]mULL GH SURGXVH FkW PDL FRUHVSXQ]mWRDUH QHYRLORU L
cererii solvabile ale consumatorilor;
punerea  OD GLVSR]L LD FRQVXPDWRULORU D XQHL JDPH ODUJL GH
SURGXVHLVHUYLFLLODSUH XULFkWPDLPLFLSULQFUHDUHDFRQGL LLORU

GHSLD

adecvate acestui scop;

ncurajarea SURIHVLRQDOLVPXOXL

L D HWLFLL FHORU DQJDMD L vQ

SURLHFWDUHD SURGXFHUHD L FRPHUFLDOL]DUHD EXQXULORU GH FRQVXP

LDVHUYLFLLORU
LQHUHD VXE FRQWURO SULQ RUJDQLVPHOH QD LRQDOH L LQWHUQD LRQDOH

a practicilor comerciale abuzive care afecteaz consumatorii.

Necesit LOHOHJLWLPHSHFDUH218SULQ3ULQFLSLLOHGLUHFWRDUH
SHQWUX SURWHF LD FRQVXPDWRUXOXL YUHD V
le consacre sunt
urmtoarele:
SURWHF LD FRQVXPDWRULORU ID de pericolele care le afecteaz

VmQmWDWHDLVLJXUDQ D
SURPRYDUHD

L

SURWHF LD

LQWHUHVHORU

HFRQRPLFH

DOH

consumatorilor;
DFFHVXOFRQVXPDWRULORUODLQIRUPD LLFRUHFWHFDUHV

le permit s

IDFm DOHJHUL DOH PmUIXULORU L VHUYLFLLORU FRQIRUPH FX GRULQ HOH L

necesit LOHSHUVRQDOH
HGXFDUHD

FRQVXPDWRULORU

vQ

VSLULWXO

DXWRSURWHF LHL

ID
de
-ar putea pune n

FXPSmUDUHD L FRQVXPXO XQRU SURGXVH FDUH OH

SHULFROVmQmWDWHDLFKLDUYLD D

despgubirea efectiv a consumatorilor afecta L GH SUDFWLFLOH

comerciale abuzive;
OLEHUWDWHD FRQVXPDWRULORU L D RUJDQL]D LLORU FDUH-i reprezint de
a-L H[SXQH RSLQLLOH vQ SURFHVHOH GH OXDUH D GHFL]LLORU FDUH vL
privesc.

3URWHF LDFRQVXPDWRULORU

Aceste necesit LOHJLWLPHFRQWLHQWL]DWHVXQWGHIDSWGUHSWXUL

ale consumatorilor.
n acest context, apreciem c este mai corect s facem
UHIHULQ H OD SURWHF LD GUHSWXULORU FRQVXPDtorilor n general, deoarece
statul asigur prerogative constitu LRQDOH FDUH GDX SRVLELOLW L
consumatorilor s-L DSHUH GUHSWXULOH SH FDOH DGPLQLVWUDWLYm VDX
juridic.
Ca latur important a politicii sociale pe care trebuie s-o
promoveze o societate demoFUDWLFm L FD R FRPSRQHQWm GH ED]m D
SURJUDPHORU
GH
SURWHF LH
VRFLDO,
SURWHF LD
FRQVXPDWRULORU
reprezint un ansamblu de reglementri privind ini LDWLYD
SXEOLFm L SULYDWm PHQLWm D DVLJXUD L D DPHOLRUD FRQWLQXX

respectarea drepturilor consumatorilor.

ResWUkQJkQGDULDSURWHF LHLFRQVXPDWRULORUQXPDLODFRQVXPXO
alimentar, aceasta vizeaz, n esen , urmtoarele obiective:
mbunt LUHD DOLPHQWD LHL SRSXOD LHL DWkW GLQ SXQFW GH YHGHUH

FDQWLWDWLYFkWLFDOLWDWLY

supravegherea

calit LL

SURGXVHORU

DOLPHQW

are

oferite

FRQVXPDWRULORUSULQLQWHUPHGLXOSLH HL

o mai bun informare a consumatorilor cu privire la produsele

;
aprarea n fa D XQRU SROLWLFL DJUHVLYH GH YkQ]DUHL SURPRYDUH D

DOLPHQWDUHSXVHSHSLD

SURGXVHORUSUDFWLFDWHGHXQLLGLQWUHRIHUWDQ L

Agromarketing


  
GUVERNUL
  
          

  
 
 

   
!   " 
  #  $ 
%
$  "

PRODUCTORII
Calitate
Fiabilitate
Mentenabilitate
&'Cost


  

CONSUMA 
)$ 

( TORII

Factori
 
/  $)

0 1/  
)$ 

snt
Securitate
%  
*
( 
  

consumatorilor

accesibile
(  
)$ 


 mediului
 


+
 

SINDICATELE
Supraveghere social
Ac iuni de sus inere
Ac iuni de promovare

ONG-urile
,
) $)
  -"# de

)"
profil

.
Informare
Educare
Instruire
Reprezentare

)LJXUD)DFWRULLLPSOLFD LvQSURWHF LDFRQVXPDWRULORU

6XUVD'9DVLOH6WDQGDGL]DUHDLFHUWLILFDUHDSURGXVHORU(G(FRQRPLFm
%XFXUHWL

Responsabilit LOH DVLJXUrii protec LHL FRQVXPDWRULORU UHYLQ

n principal, autorit LORU SXEOLFH JXYHUQHORU GDU vQ DFHDVW zon
FRPSOH[m ILJXUD  VXQW DWUDVH L LPSOLFDWH FX DF LXQL FRQFUHWH L
DOWH RUJDQL]D LL FXP DU IL VLQGLFDWHOH GDU PDL DOHV RUJDQL]D LLOH
QHJXYHUQDPHQWDOHLDVRFLD LLOHFRQVXPDWRULORUD

3URWHF LDFRQVXPDWRULORU

2UJDQLVPHFXDWULEX LLvQSURWHF LDFRQVXPDWRULORU

Preocuparea pentru protejarea consumatorilor dateaz nc

din antichitate, dezvoltarea schimbului de mrfuri n pie HOH GLQ
RUDHOHcet L QHILLQG XQ IHQRPHQ vQWkPSOmWRU L QHFRQWURODW Q
scrierile vechi se spune, de exemplu, c n pie HOH GLQ $WHQD SH
YUHPHD OXL 3HULFOH VH VHPQDOD SUH]HQ D XQRU LQVSHFWRUL GHQXPL L
DJRUDQRQLL FDUH DYHDX PLVLXQHD GH D HYDOXD L FRQWUROD FDOLWDWHD L
XQLIRUPLWDWHDSkLQLORUJUHXWDWHDLSURVSH LPHDSHWHOXLSURVSH LPHD
OHJXPHORULIUXFWHORURIHULWHVSUHYkQ]DUH

,QWHUYHQ LD VWDWXOXL vQ FRQWUROXO FDOLW

LL SURGXVHORU L DO

schimbului acestora s-a amplificat concomitent cu dezvoltarea
societ LLFXDSDUL LDGHQRLSURGXVHLFXH[WLQGHUHDSLH HORU
Pe msura dezvoltrii pie HORU QD LRQDOH L LQWHUQD LRQDOH D
VFKLPEXOXL GH PmUIXUL L VHUYLFLL PRGDOLWm LOH GH SURWHMDUH D

consumatorilor au evoluat treptat de la formele simple, la dezvoltarea

XQRUDGHYmUDWHVLVWHPHOHJLVODWLYHLGHFRQWUROvQDFHVWGRPHQLX

Primele reglementri privind protec LDFRQVXPDWRUXOXLHPLVH

de ctre diferitele state au vizat produsele agroalimentare, datorit
faptului c ele de LQHDXFHDPDLPDUHSRQGHUHvQFDGUXOVFKLPEXULORU
FRPHUFLDOH SH GH R SDUWH L IDSWXOXL Fm HOH HUDX GHVWLQDWH VDtisfacerii
unor nevoi primare, pe de alt parte. Astfel, n Italia, n 1865, a fost
adoptat Legea de supraveghere sanitar n domeniul alimentar sau
vQ )UDQ D vQ DQXO  D IRVW DGRSWDWm /HJHD SULYLQG IUDXGHOH L
IDOVLILFmULOH vQ GRPHQLXO SURGXVHORU L

serviciilor. Legea francez

SUHYHGHD VDQF LXQL SHQWUX FHL FDUH vQHDOm VDX vQFHDUFm Vm vQHOH
FRQVXPDWRULLILHDVXSUDQDWXULLWLSXOXLRULJLQLLLVDXFRQ LQXWXOXLvQ
VXEVWDQ HXWLOHILHDVXSUDFDQWLW

LLPrfurilor livrate. Totodat, legea

prevedea pedepse pentru cei ce falsific mrfuri destinate
DOLPHQWD LHL XPDQH VDX DQLPDOHORU PHGLFDPHQWH EmXWXUL L SURGXVH
DJULFROHSUHFXPLSHQWUXFHLFDUHH[SXQVDXYkQGPmUIXULIDOVLILFDWH

sau toxice.
Q 5RPkQLD OD IHO FD L vQ DOWH

ri, structurile care compun

paliere ale

VLVWHPXO GH SURWHF LH D FRQVXPDWRULORU SURYLQ GLQ GRX

societ LLLDQXPH
2

Diaconescu M., Diaconescu Mirela Eurostategii n domeniul agroalimentar, Ed.

Descartes Conseil, Bucureti, 2000

Agromarketing

$GPLQLVWUD LD

FHQWUDO

(Guvernul), care a creat cadrul

OHJLVODWLY LQVWLWX LRQDO FHQWUDO L ORFDO SULQ vQILLQ DUHD D 

organisme menite s asigure protec LD FRQsumatorilor, unele din

HOH ILLQG VSHFLDOL]DWH LDU DOWHOH DYkQG DWULEX LL L vQ DFHDVW
activitate.
Societatea civil,SULQFUHDUHDXQXLFDGUXRUJDQL]D LRQDOSURSULX
ED]DW SH IRUPH DVRFLDWLYH DVRFLD LL IHGHUD LL L FRQIHGHUD LL DOH

consumatorilor, cu scop de protejare a intereselor acestora.

Aceast bipolaritate a activit LLWUHEXLHV confere sistemului
GH SURWHF LH D FRQVXPDWRULORU VWDELOLWDWH vQ IXQF LRQDUH L IRU n
DF LXQLOHFDUHVHvQWUHSULQGvQDFHVWVFRSQ5RPkQLDvQV, nu putem
vorbi de o aVHPHQHDVWDELOLWDWHLHILFLHQ a sistemului, acestea fiind
PDL PXOW LQWH GH DWLQV GHFkW UHDOLW L GLQ FDX]H RDUHFXP RELHFWLYH
WLPSXO UHODWLY VFXUW GH OD vQILLQ DUH SRWHQ LDOXO ILQDQFLDU UHGXV DO
DVRFLD LLORU OLSVD GH H[HUFL LX D vQWUHJLL VRFLHW

L

URPkQHWL vQ

adoptarea unor opinii comune etc.

2UJDQLVPXO JXYHUQDPHQWDO FHQWUDO VSHFLDOL]DW vQ SURWHF LD

consumatorilor este $XWRULWDWHD 1D LRQDO pentru Protec LD

Consumatorilor (ANPC) vQILLQ DW n august 1992, n baza OG nr.
21/1992 (modificat prin LegHDL+*
$13&DF LRQHD]mSHQWUXUHDOL]DUHDVWUDWHJLLORUSROLWLFLORUL
SURJUDPHORUJXYHUQDPHQWDOHvQGRPHQLXOSURWHF LHLYLH LLV

nt LLL
securit LLFRQVXPDWRULORU(ODUHQXPHURDVHDWULEX LLGLQWUHFDUHPDL
importante sunt:
prevenirea cet HDQXOXLGHDFXPSmUDLXWLOL]DXQSURGXVFDUHDU
putea s-i pun n pericol via D Vntatea sau interesele
economice;
supravegherea despgubirii consumatorilor, n situa LD vQ FDUH DX
cumprat produse necorespunztoare, de ctre cei vinova L Ge

SURGXFHUHDLSXQHUHDvQFLUFXOD LHDDFHVWRUSURGXVH
VHVL]DUHD RUJDQHORU DELOLWDWH SHQWUX UHWUDJHUHD DXWRUL]D LLORU GH
IXQF LRQDUHvQFD]XODJHQ LORUHFRQRPLFLYLQRYD L
Q

PRG

FRQVWDQW

$13&

vL

UHDOL]HD]m

DWULEX LLOH

SULQ

DFWLYLWDWHD GH LQVSHF LH D SURGXFHULL L FRPHUFLDOL]mULL SURGXVHORU

SULQLQIRUPDUHDLFRQVLOLHUHDFRQVXPDWRULORULSULQVSULMLQXODFRUGDW
RUJDQL]D LLORUQHJXYHUQDPHQWDOHSHQWUXSURWHF LDFRQVXPDWRULORU

3URWHF LDFRQVXPDWRULORU

ANPC central are n subordine 41 de oficii teritoriale

corespunztoare celor 4GHMXGH HLPXQLFLSLXOXL%XFXUHWLSUHFXP
L XQ &HQWUX 1D LRQDO SHQWUX QFHUFDUHD L ([SHUWL]DUHD 3URGXVHORU

(LAREX), care are n subordinea sa filiale, aflate n principalele

rii.
Activit LOH VSHFLILFH DOH /$5(; VXQW UHDOL]DWH GH GRX
fLUPH VSHFLDOL]DWH /$5(;,QWHQD LRQDO L /$5(; /DERUDWRDUH FDUH
VXQWFXSULQVHvQFRPSRQHQ DVDRUJDQL]DWRULF.

RUDHDOH

/$5(;,QWHUQD LRQDOHVWHRVRFLHWDWHFXFDSLWDOPL[WGHVWDW
L SULYDW FDUH DUH FD GRPHQLX GH DFWLYLWDWH LQVSHF LLOH GH FDQWLWDWH
FDOLWDWH L

de supravegehere a mrfurilor ce fac obiectul tranzac LLORU

LQWHUQD LRQDOH 6SHFLDOLWLL DFHVWHL ILUPH IDF LQVSHF LL vQ FRPLRDQH
WUHQXUL GHSR]LWH YDSRDUH L RULXQGH VXQW PmUIXULOH FOLHQ LORU 3HQWUX
FD DFHWLD Vm RE LQ

avizul de participare la tranzac iile bursiere cu

mrfurile lor din partea, au nevoie de certificatul de inspec LH GDW GH
/DUH[,QWHUQD LRQDO

Larex Laboratoare este o societate cu capital de stat

VSHFLDOL]DWmvQDRIHULFRQVXPDWRULORUVHUYLFLLGHWHVWDUHLvQFHUFDUHD

prduselor pe care le-au cumprat: alimente, textile, ncl minte,

cosmetice, electrocasnice etc. Deoarece testrile sau ncercrile
produselor nu sunt totdeauna accesibile, datorit costurilor ridicate,
consumatorii pot apela la ANPC care va plti analizele pe baza
devizelor convenite n comun, n spiritul Legii nr.11/1994 privind
SURWHF LD FRQVXPDWRUXOXL vQ VHQVXO F, dac produsele prezint
GHIHFWH REOLJD LD DFKLWrii pl LL UHYLQH DJHQWXOXL HFRQRPLF LDU GDF
SURGXVHOH VXQW EXQH DWXQFL SOmWHWH $13& FRQVXPDWRUXO QHILLnd
deci obligat s fac vreun efort financiar.
/$5(;PDLGHVImRDUmLDOWHDFWLYLWm LGLQWUHFDUHGHRVHELW

de importante sunt:
HIHFWXDUHDGHVWXGLLLFHUFHWmULSULYLQGDPEDODUHDLFRQVHUYDUHD
calit LLSURGXVHORU
DFRUGDUHD GH DVLVWHQ tehnic firmelor productoare pentru
RUJDQL]DUHD

L

DFUHGLWDUHD

ODERUDWRDUHORU

SURSULL

GH

WHVWmUL

vQFHUFmUL L DQDOL]H IL]LFR FKLPLFH DOH SURGXVHORU SUHFXP L

pentru implementarea metodelor moderne de conducere a

controlului calit LLSURGXVHORU

Agromarketing

organizarea de cursuri

SHQWUX

IRUPDUHD

L

SHUIHF LRQDUHD

SHUVRQDOXOXLVSHFLDOL]DWvQWHVWmULLvQFHUFmULDOHSURGXVHORU

n prezent, ANPC resimte n activitatea proprie o serie de

efecte negative generate de ntrzierea nregistrat n edificarea
VLVWHPXOXL QD LRQDO GH FHUWLILFDUH L DFUHGLWDUH $VWIHO R LPSRUWDQWm
SUHYHGHUH D /HJLL FDGUX SHQWUX SURWHF LD FRQVXPDWRULORU /HJHD
QULDQXPHREOLJD LDDJHQ LORUHFRQRPLFLGHDFRPHUFLDOL]D
QXPDL SURGXVH DWHVWDWH FRQIRUP QRUPHORU OHJDOH VDX vQVR LWH GH
GHFODUD LDGHFRQIRU

mitate, rmne fr aplicare practic.

QDIDUD$13&PDLH[LVWmLDOWHRUJDQLVPHFDUHDXDWULEX LL
GH FRQWURO L FDUH FRQIRUP +* QU SDUWLFLSm vPSUHXQm FX

ANPC la activit LSULYLQGSURWHF LDFRQVXPDWRULORULDQXPH%LURXO

Romn de Metrologie Legal, Garda Financiar, Inspectoratul
*HQHUDO

DO

3ROL LHL

,QVWLWXWXO

SHQWUX

&RQWUROXO

GH

6WDW

DO

0HGLFDPHQWHORUL&HUFHWmULIDUPDFHXWLFH'LUHF LD*HQHUDO

SanitarVeterinar din MAA, Direc LD SHQWUX &KLPL]DUH 3URWHF LD 3ODQWHORU
L &DUDQWLQm )LWR-Sanitar din M.A.A., Inspec LD GH 6WDW SHQWUX
&DOLWDWHD 6HPLQ HORU L 0DWHULDOXOXL 6ditor, Compartimentele de
UHJOHPHQWDUH

PRQLWRULQJ

L

LQVSHF LH

GLQ

FDGUXO

0LQLVWHUXOXL

0HGLXOXL$SHORUL3mGXULORUD

n anul 1990 s-D

vQILLQ DW

$VRFLD LD

&RQVXPDWRULORU$3&RUJDQL]D LHFDUHPLOLWHD]

SHQWUX

3URWHF LD

pentru promovarea

L DSmUDUHD FRQVXPDWRULORU GLQ 5RPkQLD L GHVImRDUm R VHULH GH

activit LVSHFLILFHSULQ
participarea la comitetele tehnice de standardizare;
reprezentarea consumatorilor n comitetele de conducere
ale unor organisme de certificare;
RUJDQL]DUHDGHWHVWmULLvQFHUFmULFRPSDUDWLYHSHSURGXVH
HGLWDUHD GH IRL YRODQWH L DOWH PDWHULDOH GH LQIRUPDUH D
FRQVXPDWRULORUD

Q SUH]HQW vQ

DUD QRDVWU

fiin HD] peste 200 de forme

DVRFLD LL IHGHUD LL L FRQIHGHUD LL DVRFLDWLYH QHJXYHUQDPHQWDOH FX

personalitate juridic pentru protec LD FRQVXPDWRULORU RUJDQL]DWH FX

sprijinul APC Romnia.
'LQWUH DF LXQLOH FHOH PDL LPSRUWDQWH DOH DFHVWRUD YL]kQG

produsele agroalimentare, cu impact asupra masei de consumatori, se

SRWPHQ LRQD

3URWHF LDFRQVXPDWRULORU

efectuarea de sondaje de opinie n rndul consumatorilor

privind calitatea principalelor produse alimentare;
LQIRUPDUHD FRQVXPDWRULORU DVXSUD XQRU DEX]XUL DOH DJHQ LORU

economici care au dus la ncasarea unor sume necuvenite sau

FDUH DX SXV vQ FLUFXOD LH EXQXUL DOLPHQWDUH FX SDUDPHWUL

calitativi necorespunztori;
SRSXODUL]DUHD vQ SUHVm OD UDGLR L WHOHYL]LXQH D LQSXWXULORU
FRQVXPDWRULORU SUHFXP L D REOLJD LLORU DJHQ LORU HFRQRPLFL

potrivit normelor legale n vigoare;

GLIX]DUHDGHSOLDQWHLJKLGXULFXSULYLUHODUHJXOLOHFHWUHEXLH
UHVSHFWDWHvQSURFHVXOGHFXPSmUDUHDXQXLSURGXVLODPRGXO
GH DF LXQH DO FXPS

rtorului n situa LD FkQG D IRVW Sgubit

prin vnzarea unui aliment de calitate necorespunztoare.
n anul 1994 s-D vQILLQ DW &RQVLOLXO &RQVXOWDWLY SHQWUX
3URWHF LD &RQVXPDWRULORU &&3& FRQVWLWXLQGX-se
astfel cadrul
LQVWLWX LRQDO DGHFYDW GLDORJXOXL FX 6RFLHWDWHD &LYLO. n componen D
acestuia intr cte un reprezentant din fiecare asocia LH GH
consumatori, diQ ILHFDUH RUJDQ DGPLQLVWUDWLY FX FRPSHWHQ H vQ
GRPHQLXO

SURWHF LHL

FRQFHQWUHD]m

SH

FRQVXPDWRULORU

FRUGRQDUHD

L

$FWLYLWDWHD

DUPRQL]DUHD

&&3&

DF LXQLORU

VH

SULYLQG

SURWHF LD FRQVXPDWRULORU LQL LDWH GH GLYHUVHOH RUJDQLVPH SXEOLFH L

nonguvernamentale cu atrLEX LLvQGRPHQLX

/D QLYHOXO HXURSHDQ IXQF LRQHD] patru mari organisme
QHJXYHUQDPHQWDOHFXUROvQSURWHF LDFRQVXPDWRULORU

BEUC Biroul European al Uniunii Consumatorilor;

COFCE  &RPLWHWXO 2UJDQL]D LLORU )DPLOLDOH D &RQVXPDWRULORU
Europeni;
EUROCOOP Comunitatea European a Cooperativelor de
consum;
CES &RQIHGHUD LD(XURSHDQ a Sindicatelor;
EIIC ,QVWLWXWXO(XURSHDQ,QWHUQD LRQDODO&RQVXPDWRUXOXL
Primele patru organisme sunt reunite n CCC Consiliul
&RQVXOWDWLYDO&RQVXPDWRULORUvQILLQ DWvQ anul 1989.
Din februarie 1997, n Uniunea European func LRQHD]
'LUHF LD *HQHUDOm D 3ROLWLFLL &RQVXPDWRULORU L 3URWHF LHL 6nt LL
Acestora, cunoscut sub form prescurtat sub denumirea de
'LUHF LD;;,9

Agromarketing
2ELHFWLYHOH SROLWLFLL GH SURWHF LH D Fonsumatorilor
din
Uniunea European vizeaz n principal urmtoarele domenii:
DUPRQL]DUHD OHJLVOD LLORU QD LRQDOH SULYLQG SURGXVHOH DOLPHQWDUH
FRVPHWLFH
GHWHUJHQ L
EXQXUL
GH
IRORVLQ
ndelungat,
DXWRPRELOH

WH[WLOH

MXFmULL

PHGLFDPHQWH

vQJUmmPLQWH

L

pesticide;
msuri privind creditul, publicitatea mincinoas, practicile
comerciale abuzive;
RE LQHUHD GH FmWUH FRQVXPDWRUL D GUHSWXOXL GH FRQVLOLHUH L
DVLVWHQ

juridic n litigiile avnd drept obiect bunuri de consum;

stabilirea unor reguli privind iQIRUPD LLOH LQVFULS LRQDWH SH

SURGXVHLDPEDODMHOHDFHVWRUD
VWLPXODUHD

WHVWHORU

FRPSDUDWLYH

GH

SURGXVH

GH

FRQVXP

L

SXEOLFDUHD UH]XOWDWHORU vQ SXEOLFD LL LQGHSHQGHQWH GH LQWHUHVHOH

DJHQ LORUHFRQRPLFL
HGXFDUHD FRQVXPDWRULORU WLQHUL VDX DGXO L SHQWUX FD DFHWLD Vm
DF LRQH]HUD LRQDOvQFRQWH[WXOSLH HLOLEHUHVWLPXOkQGX

-se pentru

DFHDVWDVFKLPEXULOHvQWUHRUJDQL]D LLOHFRQVXPDWRULORULQFOXGHUHD
XQRUWHPHSULYLQGSURWHF LDFRQVXPDWRULORUvQSURJUDPHOHFRODUH
LRUJDQL]DUHDGHFXUVXULSHQWUXIRUPDUHDHGXFDWRULORUSUHFXPL
DF LXQLOHSULQPDVV

-media.
Promovarea intereselor consumatorilor este o parte integrant
a politicii Uniunii Europene care are n centrul ei bunstarea
cet HQLORU LDU DFHDVWm SROLWLFm vL DGXFH FRQWULEX LD OD EXQXO PHUV DO
mecanismHORU HFRQRPLFH DOH SLH HL XQLFH HXURSHQH 0rfurile care
nu ofer consumatorilor o satisfac LH UH]RQDELO n schimbul sumei
pltite, consitutie n realitate o investi LHJUHLWmLQHILFLHQWmLLQYHUV
mrfurile care dau satisfac LH FRQVXPDWRULORU OH LQVSLr ncredere,
GHYLQ FmXWDWH HOH FRQWULEXLQG OD FUHWHUHD HFRQRPLFm L GHFL OD

bunstarea consumatorului.

6.3 Revendicrile consumatorilor privind produsele

agroalimentare
La produsele alimentare, revendicrile consumatorilor se
refer, n principal, la:

3URWHF LDFRQVXPDWRULORU

drepturile privind calitatea acestor produse;

dreptul de informare asupra produselor;
GUHSWXO SULYLQG VmQmWDWHD L VHFXULWDWHD SH FDUH WUHEXLH Vm OH

asigure consumul acestora;

GUHSWXO GH OLEHU DUELWUX DO FRQVXPDWRUXOXL vQDLQWH L vQ WLPSXO

actului de cumprare.
De obicei, aceste revendicri sunt reunite cu alte obiective de
natur politic, cum ar fi aprarea mediului sau o mai bun calitate a
YLH LL

Abordate ntr-o manier concret, criticile consumatorilor

privind produsele alimentare privesc deopotriYm DWkW FDOLWDWHD FkW L
GLVWULEX LD

SUH XULOH

L

SURPRYDUHD

DFHVWRUD

Q

IRQG

WRDWH

componentele marketingului mix.

$VWIHOvQFHSULYHWHSULPDFRPSRQHQWmDPL[XOXL produsul,
revendicrile vizeaz: falsificarea, durabilitatea, condi LRQDUHD
ambalarea L FRPSR]L LD FRQ LQXWXO vQ FRORUDQ L FRQVHUYDQ L
LQJUHGLHQWHLDGLWLYLVLQWHWLFL

La cea de-a doua component:

GLVWULEX LD

, sunt vizate:
rile
IRU DWH PDL DOHV FHOH OD GRPLFLOLX PHWodele agresive de atragere a
cumprtorilor pentru vnzarea unor produse de slab calitate.

DGDRVXULOHPDUMHOH H[FHVLYH GH SUH  OXQJLPHD FLUFXLWHORU YkQ]

Q FH SULYHWH SUH XO VXEOLQLHP SUDFWLFDUHD GH SUH XUL GH
SUHVWLJLXSHQWUXDD

-zisa crem a societ LLVDXGHSUH XULULGLFDWH

invocndu-se, pentru inducerea n eroare a consumatorilor, cunoscuta
UHOD LHSUH -calitate.
n materie de promovare a produselor, revendicrile privesc:
DUJXPHQWHOH L LQYRFD LLOH PLQFLQRDVH FRVWXO SXEOLFLW LL FDUH ULGLF
SUH XO XWLOL]DUHD GH FRSLL IHPHL L JUXSXUL GH UHIHULQ (lideri de
RSLQLH VQREL HWF SHQWUX SXEOLFLWDWH DJUHVLYm 7RW DLFL LQWUm L DFHHD
VHJPHQWDUH D SLH LL SULQ FDUH

n spoturile publicitare se
exploateaz diferen HOH HFRQRPLFH L VRFLDOH GLQWUH GLIHULWH FDWHJRULL
de consumatori.
Toate aceste revendicri vizeaz de regul ac LXQLOHLOHJDOHL
FRQWLHQWH DOH XQRU DJHQ L HFRQRPLFL vQGUHSWDWH vQ UHDOL]DUHD XQRU
YHQLWXUL VXSOLPHQWDUH SULQ vQHODUHD FXPSmUmWRULORU 6XQW vQVm L
VLWXD LL QHFRUHVSXQ]

toare, n condi LLOH vQ FDUH FHL vQ FDX] sunt de

Agromarketing

bun credin . Cauzele ce pot fi invocate n aceste cazuri sunt

QHFXQRDWHUHDOHJLVOD LHLLVODEXOSURIHVLRQDOLVPDODFHVWRUD
)D

de aceste situa LL HYRFm faptul c anumite materii

SULPH DJULFROH FDUH VWDX OD ED]D SURGXFHULL XQRU DOLPHQWH FRQ LQ vQ

mod natural,

R VHULH GH VXEVWDQ H FX FDUDFWHU WR[LF FXP DU IL

JOXFR]LGHOH FLDQRJHQHWLFH D]RWD LL DPLQHOH ELRJHQH R[DOD LL HWF

Eliminarea sau minimalizarea pericolului toxic al acestora nu se

poate face dect prin prelucrri tehnologice adecvate, de obicei prin
prHOXFUDUHD WHUPLFm 'DU L SULQ SUHOXFUDUHD WHKQRORJLFm D PDWHULLORU
SULPHDJULFROHvQDOLPHQWHvQXQHOHFD]XULVHSRWIRUPDVXEVWDQ HFX
FDUDFWHUWR[LFLDQWLQXWULWLY'HDFHHDHVWHQHFHVDUFDSURGXFmWRULLVm

identifice cele mai adecvate tehnologii de pUHOXFUDUH L FRQVHUYDUH D

materiilor prime alimentare, care s reduc la minimum pierderile de
HOHPHQWH QXWULWLYH YDORURDVH L Vm PLFRUH]H SH FkW SRVLELO ULVFXO
LQWURGXFHULL vQ DOLPHQWH GH VXEVWDQ H G

untoare organismului uman

(de exemplu: nitrozime, aOGHKLGHFHWRQHFRPSXL0DLOODUGSROLPHUL

8
GHR[LGDUHWHUPLFmD .
n Romnia riscurile artate mai sus pot fi eliminate prin
elaborarea de standarde ale calit LL SURGXVHORU L VLJXUDQ HL ORU
L SULQ DOLQLHUHD SURJUHVLYm D DFHVWRUD OD QRUPHOH HXURSHQH L
LQWHUQD LRQDOHJHQHUDODFFHSWDWH
QPXO LUHD FmLORU L D IDFWRULORU GH FRQWDPLQDUH L SROXDUH D
PDWHULLORU SULPH DJULFROH L D DOLPHQWHORU LPSXQH

extinderea gamei
reglementeze problema
inocuit LL DFHVWRU SURGXVH prin luarea n considerare a unor noi
noxe rezultate din procesele de chimizare a agriculturii (pesticide,
GH

LQGLFDWRUL

VWDQGDUGL]D L

FDUH

vQJUmmPLQWHHUELFLGHDHPLVLLDOHDFWLYLWm LLLQGXVWULDOHFRPSXL

DL

PHWDOHORU

UDGLRDFWLYLWDWH

JUHOH

FRPSXL

FORUXUD L

GHULYD L

DL

VXOIXOXL

.a.). De asemenea, se impune extinderea controlului

LDDQDOL]HORUImFXWHvQDFHVWVFRS
2

DWHQ LH

VSHFLDO

trebuie acordat publicit LL Icute

DOLPHQWHORU L PDL DOHV EmXWXULORU DOFRROLFH L  SURGXVHORU GLQ WXWXQ

destinate fumatului. n multe state s-au instituit, prin intermediul

OHJLVOD LHLIRUPHIRDUWHVHYHUHGHFRQWUROvQGRPHQLXOSXEOLFLW LLFH
VXQW H[HUFLWDWH DWkW GH LQVWLWX LLOH SXEOLFH VSHFLDOL]DWH VDX FX DWULEX LL
vQ GRPHQLXO SURWHF LHL FRQVXPDWRULORU FkW L GH RUJDQL]D LL DOH

acestora. Controlul are ca scop prevenirea utilizrii publicit LL FD

LQVWUXPHQW GH SURPRYDUH D FRQFXUHQ HL QHORLDOH VDX GH DJUHVDUH D

3URWHF LDFRQVXPDWRULORU

FRQVXPDWRUXOXL &D XUPDUH QLFL R DF LXQH SXEOLFLWDU nu se poate

lansa fr ca ea s fie autorizat sub aspectul mesajului, suportului
publicitar, timpului, locului efecturii etc.
'HH[HPSOXvQ)UDQ DvQSXEOLFLWDWHDSULQWHOHYL]LXQHFHDUH

ca obiect promovarea buturilor alcoolice, se interzice:

XWLOL]DUHD PLQRULORU FD LQWH SXEOLFLWDUH VDX SUH]HQWDUHD XQRU
VHFYHQ HvQFDUHDFHWLDconsum alcool;
DVRFLHUHD FRQVXPXOXL GH DOFRRO FX FUHWHUHD XQRU SHUIRUPDQ H

SVLKLFHLQWHOHFWXDOHD

DFRUGDUHDXQRUYLUWX LWHUDSHXWLFHE

uturilor alcoolice;

VXEOLQLHUHD

FRQ LQXWXOXL

ULGLFDW

vQ

DOFRRO

GUHSW

FDOLWDWH

D

buturilor etc.
n acest context, trebuie s subliniem, ca o tendin pozitiv,
restrngerea activit LORU SXEOLFLWDUH  D FRQ LQXWXOXL L PHVDMHORU
acestora  OD LJmUL L DOWH SURGXVH GLQ WXWXQ GHVWLQDWH IXPDWXOXL Q
PDMRULWDWHD

mULORU OXPLL SXEOLFLWDWHD SULQ UDGLR L WHOHYL]LXQH OD

aceste produse este interzis, iar n cazul celorlalte suporturi

SXEOLFLWDUHDILHUHYLVWH]LDUHHWFPHVDMXOWUHEXLHFRPSOHWDWFXXQ

avertisment la adresa snt LL FRQVXPDWRULORU FX SULYLUH OD ULVFXULOH

pe care le prezint consumul acestor produse.

Concepte cheie
Consumator. Persoana fizic ce cumpr de pe pia mLFRQVXPm
PmUIXULLVDXVHUYLFLLGHWRWIHOXOSURGXVHLRIHULWHVSUHYkQ]DUH
GHGLYHULDJHQ LHFRQRPLFL

Agromarketing

3URWHF LD FRQVXPDWRULORU. Modalit LOH SULQ FDUH FRQVXPDWRULL

sunt SURWHMD L vPSRWULYD SUDFWLFLORU LOHJDOH VDX SHULFXORDVH DOH
productorilor, comercian LORUHWF
Consumerism 0LFDUH VRFLDOm DSmUXWm vQ 68$ vQ DQLL
 GH
aprare a intereselor consumatorilor mpotriva abuzurilor la care
VXQW VXSXL GH IDEULFDQ L FRPHUFLDQ L FRPSDQLL GH SXEOLFLWDWH

etc.