Consumers' rights are essential part of supply-side reform

With much fanfare, China's state broadcaster China Central Television named and shamed a bunch of wrongdoers, particularly some e-businesses, in its annual gala to mark World Consumer Rights Day, which fell on Tuesday this year.

Such a ritualized media campaign against suspected business misconduct is certainly of value to Chinese consumers who deserve stronger protection from all kinds of frauds, fake goods and poor services.

Unfortunately, it has become increasingly less influential because of both declining audience ratings resulting from the fierce competition the traditional broadcasters face from Internet-based new media, and the lack of effective follow-up efforts in the past to address rising consumer complaints.