The deputy director general of the Public Utilities Regulatory Authority (PURA), Mr Solo Sima, has emphasised that effective regulation goes beyond rules, standards and enforcement, stressing that it also requires transparency, accountability, stakeholder engagement and a willingness to listen.
Mr Sima made these remarks during PURA's 9th Consumer Parliament, held on Saturday, 17 October 2026, at the Westfield Youth Monument.
Held under the theme, "Bridging the Gap Between Service Providers and Consumers," the event provided a platform for open dialogue, active listening and stronger engagement between consumers and service providers.
The forum offered consumers an opportunity to speak directly about their experiences, concerns and expectations, while giving service providers the chance to explain the challenges they face and outline measures being taken to improve service delivery.
The Consumer Parliament also served as a platform to identify the root causes of consumer concerns, determine areas requiring intervention and work towards realistic and measurable solutions. The event forms part of PURA's broader commitment to ensuring that consumer perspectives inform regulatory decisions and contribute to improved service delivery across regulated sectors.
Addressing participants, Mr Sima reaffirmed PURA's commitment to providing accessible channels through which consumers can seek information, raise concerns and pursue redress. These include the 148 Consumer Call Centre, consumer education programmes, the Consumer Parliament, the Bantaba Outreach Programme and the PURA Student Ambassador Initiative.
"We must, however, approach this responsibility with humility. PURA is not above scrutiny, and we do not claim to have all the answers or to get every intervention right," he said.
"There will be occasions when our responses could be faster, our communication clearer, or our regulatory processes more effective. We must be willing to acknowledge those shortcomings, learn from them and improve," he added.
According to Mr Sima, consumer confidence is not earned through claims of perfection but through listening honestly, explaining decisions, accepting legitimate criticism and acting on lessons learned.
He noted that the Consumer Parliament provides an open forum where consumers and service providers can engage directly, discuss pressing issues and exchange views without preconditions.
"The value of this forum lies in its openness. Concerns can be expressed, questions can be asked, and different perspectives can be considered respectfully," he stated.
Mr Sima further stressed that bridging the gap between consumers and service providers is a shared responsibility. He urged service providers to communicate clearly, deliver reliable services, respond promptly to complaints and maintain accessible complaint-handling mechanisms.
Consumers, he said, also have a role to play by understanding their rights and responsibilities, seeking accurate information, using services responsibly and reporting grievances through established channels.
He assured participants of PURA's continued commitment to strengthening regulatory oversight, monitoring compliance, protecting consumer interests and facilitating constructive engagement between all stakeholders.
For her part, Jamilatou Saidy, Director of Consumer Affairs at PURA, reaffirmed the Authority's dedication to protecting consumer rights, promoting fair trade practices and serving as a dependable link between the public and service providers.
"We will take careful note of the issues raised here, and we will work to ensure that the recommendations of this Parliament do not end in this room but are followed through with concrete action," she assured.
Ms Saidy also encouraged consumers to exercise their rights while urging service providers to regard complaints as opportunities for improvement.
She called on consumers to express their concerns openly and respectfully and urged service providers to respond constructively, focusing not only on challenges but also on practical solutions that enhance the consumer experience.
She concluded by reaffirming PURA's commitment to strengthening consumer voices and ensuring that consumer concerns continue to inform regulatory interventions and drive improvements in service delivery.
The annual Consumer Parliament remains one of PURA's key platforms for fostering dialogue, strengthening accountability and promoting a consumer-centred approach to regulation in The Gambia.
