Senior Minister of State Low Yen Ling announces expansion of unit pricing and stronger consumer safeguards at CASE’s 55th anniversary celebration.
Low Yen Ling, Senior Minister of State, delivered a speech on 16 March 2026 at the 55th anniversary dinner of the Consumers Association of Singapore (CASE), highlighting new efforts to strengthen consumer protection in Singapore.
Speaking at the event alongside CASE President Melvin Yong, Low reflected on CASE’s journey since its founding in 1971. She noted that the organisation has grown into a trusted voice for consumers, playing a key role in shaping policies such as the Consumer Protection (Fair Trading) Act, which was enacted in 2004.
Low highlighted several initiatives led by CASE, including the CaseTrust accreditation scheme and the CASE Mediation Centre, which handled 128 cases in 2024 with over 80% successfully resolved. She also pointed to the success of the Price Kaki mobile app, which has been downloaded more than 208,000 times to help consumers compare prices.
A major focus of the speech was the government’s unit pricing initiative. Since September 2025, CASE and the government have worked with supermarkets to pilot unit pricing across more than 180 outlets. Low announced that the pilot will be expanded later in 2026 to include more retailers and a wider range of products, both in-store and online.
To support this effort, an industry workgroup has been formed, co-chaired by Melvin Yong and Lim Hock Chee, CEO of Sheng Siong. The group will develop guidelines for a broader rollout of unit pricing.
Low also addressed emerging risks in the marketplace, including pre-payment losses and unfair practices in the beauty and wellness sector. She said a Consumer Protection Review Panel, co-chaired by Yong, will launch a public consultation to gather feedback from consumers and businesses.
The speech comes as Singapore marks World Consumer Rights Day, reinforcing the importance of consumer awareness and protection.
Low emphasised that collaboration between the government, businesses, and consumers remains key to building trust. She expressed confidence that new initiatives, including upcoming digital tools and schemes, will further strengthen Singapore’s consumer landscape.
Source: MTI
