Introduction to Consumer Rights and the Equality Act 2010
Introduction to Consumer Rights and the Equality Act 2010
The Equality Act 2010 is a key piece of legislation in the UK designed to protect individuals from unfair treatment and to promote a more equal society. When it comes to buying goods or using services, this law ensures that everyone is treated fairly, regardless of personal characteristics such as age, disability, gender reassignment, marriage and civil partnership, pregnancy and maternity, race, religion or belief, sex, or sexual orientation. These characteristics are known as “protected characteristics” under the Act.
The purpose of the Equality Act 2010 in the context of consumer rights is to prevent discrimination by businesses, service providers, and retailers. This means that when you shop, book a holiday, use public transport, visit a restaurant, or access any other service, you should not be treated less favourably because of a protected characteristic. The law covers a wide range of scenarios, from being refused service to receiving lower quality goods or services due to who you are.
The Act recognises several types of discrimination, including:
Direct discrimination: When someone is treated less favourably specifically because of a protected characteristic. For example, a shop refusing to serve someone because of their race.
Indirect discrimination: When a policy or rule applies to everyone but disadvantages people with a particular protected characteristic. For instance, a business setting requirements that unintentionally exclude disabled customers.
Harassment: Unwanted behaviour linked to a protected characteristic that creates a hostile or offensive environment for the customer.
Victimisation: Treating someone unfairly because they have made a complaint about discrimination or supported someone else’s complaint.
Fair and equal treatment in the marketplace is not just a matter of courtesy – it is a legal right. Ensuring equality helps build trust between consumers and businesses, encourages diversity, and creates a level playing field for everyone. If you believe you have experienced discrimination while buying goods or services, you have the right to take action under the Equality Act 2010.
For a detailed overview of how the law protects you as a consumer, visit our page on discrimination and consumer rights. If you want to read the official text of the law, you can refer to the Equality Act 2010.
Understanding your rights is the first step to ensuring you receive fair treatment whenever you buy goods or use services in the UK.
Who is Protected Under the Equality Act 2010?
The Equality Act 2010 is designed to protect people in the UK from unfair treatment and discrimination when accessing goods, services, or facilities. This protection applies not just to individuals, but also to groups who might face discrimination based on certain personal characteristics.
What Are the Protected Characteristics?
The Act sets out nine specific features known as protected characteristics. These are:
Age – Protection applies to people of all ages, whether young or old.
Disability – Covers physical and mental disabilities, ensuring reasonable adjustments are made where necessary.
Gender reassignment – Protects people who are transitioning or have transitioned from one gender to another.
Marriage and civil partnership – Safeguards people who are married or in a civil partnership (mainly in employment, but can be relevant in some consumer contexts).
Pregnancy and maternity – Ensures fair treatment during pregnancy or after childbirth. For more details, see our dedicated guide on pregnancy discrimination and consumer rights.
Race – Includes colour, nationality, ethnic or national origins.
Religion or belief – Covers religious faiths as well as philosophical beliefs.
Sex – Protects both men and women from discrimination.
Sexual orientation – Applies to people who are gay, lesbian, bisexual, or heterosexual.
You can find a clear breakdown of these protected characteristics on the University of Dundee’s website.
When Do These Protections Apply?
These protections are not limited to the workplace – they also apply whenever you buy goods or services, use public facilities, or access things like shops, restaurants, banks, healthcare, and public transport. For example, a shop cannot refuse to serve you because of your race, a hotel cannot deny a booking due to your sexual orientation, and a service provider must make reasonable adjustments if you have a disability.
Who Is Covered?
Both individuals and groups are protected. This means you are covered whether you are acting alone or as part of a group that shares a protected characteristic. For instance, a group of friends should not be refused entry to a venue because of their shared nationality or religion.
What Does This Mean in Practice?
If you feel you have been treated unfairly because of one of these characteristics – such as being refused service, given worse terms, or harassed – you may have a right to challenge this under the Equality Act 2010. The law is there to make sure everyone is treated fairly and with respect, regardless of their personal situation or background.
If you want to understand more about your rights in specific situations, such as pregnancy discrimination and consumer rights, explore our related guides for practical advice.
Types of Discrimination in Consumer Situations
Types of Discrimination in Consumer Situations
When you buy goods or use services in the UK, the Equality Act 2010 protects you from various types of discrimination. Understanding how these forms of unfair treatment can occur in everyday consumer situations is key to recognising your rights and knowing what to do if they are breached.
Direct Discrimination
Direct discrimination happens when a business treats you less favourably than someone else because of a protected characteristic such as your age, disability, race, gender, religion or belief, sexual orientation, gender reassignment, marriage or civil partnership, or pregnancy and maternity. In consumer settings, this could mean:
A shop refusing to serve you because of your race or religion.
A hotel charging a higher rate because of your age.
A service provider declining to make reasonable adjustments for your disability.
The Equality Act 2010 makes direct discrimination unlawful in most situations where goods or services are provided to the public. For a more detailed explanation of what constitutes direct discrimination, you can refer to guidance from the CIPD.
Indirect Discrimination
Indirect discrimination occurs when a business puts in place a policy, rule, or way of working that applies to everyone but disadvantages people with a particular protected characteristic more than others. Unless the business can show that this approach is objectively justified, it may be unlawful. Examples include:
A restaurant with a strict dress code that unintentionally excludes people who wear specific religious attire.
A website only accessible in English, making it harder for people who speak other languages to use the service.
A bank requiring all customers to fill out forms online, which could disadvantage older people or those with certain disabilities.
Indirect discrimination can sometimes be less obvious than direct discrimination, but the impact on access to goods and services can be just as significant.
Harassment
Harassment is unwanted behaviour related to a protected characteristic that has the purpose or effect of violating your dignity or creating an intimidating, hostile, degrading, humiliating or offensive environment. In consumer situations, this could include:
A staff member making derogatory remarks about your gender or race while serving you.
Persistent jokes or comments about your disability while you are a customer in a shop.
Offensive signage or advertising that targets a particular group.
The Equality Act 2010 prohibits harassment by service providers, ensuring that all customers can expect to be treated with respect and dignity.
Victimisation
Victimisation happens when you are treated unfairly because you have made a complaint about discrimination, or have supported someone else’s complaint. For example:
A business refusing to serve you after you complained about discriminatory treatment.
A service provider giving you poorer service because you acted as a witness in another person’s discrimination claim.
Victimisation is unlawful under the Equality Act 2010, and you are protected whether your complaint is about your own treatment or someone else’s.
Impact on Access to Goods and Services
These types of discrimination can have a serious effect on your ability to access everyday goods and services, from shopping and banking to leisure activities and healthcare. The law is clear: businesses and service providers must not discriminate, harass, or victimise customers because of a protected characteristic. If you believe you have experienced discrimination in a consumer situation, you have the right to take action, which may include making a complaint or seeking legal advice.
By understanding the different forms of discrimination and how they might arise, you can better protect your rights and ensure fair treatment when accessing goods and services in the UK.
Your Consumer Rights Under the Equality Act 2010
Under the Equality Act 2010, you have clear rights as a consumer when buying goods or services in the UK. These rights are designed to ensure that everyone is treated fairly, regardless of personal characteristics such as age, disability, race, gender, religion, or sexual orientation. Here’s what you need to know about your protections under the law:
Right to Fair and Equal Treatment
Businesses and service providers must treat all customers with fairness and respect. This means you cannot be treated less favourably than someone else because of a protected characteristic. For example, a shop cannot refuse to serve you because of your race or religion, and a hotel cannot offer you a lower standard of service due to your age or gender. The Equality Act 2010 makes it unlawful for businesses to discriminate in the way they provide goods, facilities, or services.
Right to Reasonable Adjustments for Disability
If you have a disability, you have the right to expect reasonable adjustments from businesses and service providers to help you access their goods or services. This could include providing step-free access, offering information in alternative formats, or allowing assistance dogs. The law requires that these adjustments are made to remove barriers that disabled people might face. For more on your rights in this area, see our section on disability and consumer rights.
You can also learn about your entitlements to disability adjustments, including what counts as a reasonable adjustment and how to request them.
Protection Against Unfair Refusal of Goods or Services
It is unlawful for a business to refuse to provide you with goods or services just because you have a protected characteristic. For instance, a restaurant cannot deny you a table because you use a wheelchair, and a bank cannot refuse to open an account for you based on your ethnicity. If you feel you have been refused unfairly, the Equality Act 2010 gives you the right to challenge this treatment.
Right to Complain and Seek Remedies
If you believe you have been discriminated against, you have the right to complain to the business or service provider. You should explain clearly what happened, why you think it was discrimination, and what outcome you would like. If the issue is not resolved, you may be able to take further action, such as making a formal complaint or seeking legal advice. Remedies can include an apology, a change in policy, or compensation for any harm suffered.
Understanding your rights under the Equality Act 2010 empowers you to take action if you face unfair treatment. Remember, these protections apply across a wide range of services, from shops and restaurants to banks, gyms, and public transport. If you want to explore specific scenarios or need more detailed guidance, see our related page on disability and consumer rights.
Reasonable Adjustments for Disabled Consumers
When buying goods or services in the UK, disabled consumers have the right to expect businesses to make “reasonable adjustments” under the Equality Act 2010. These adjustments are changes or adaptations that help remove barriers disabled people may face when accessing shops, restaurants, online services, or any other consumer-facing business.
What Are Reasonable Adjustments?
A reasonable adjustment is any change that allows disabled people to access goods and services as easily as non-disabled people. The purpose is to ensure that disabled consumers are not put at a disadvantage compared to others. Adjustments can be physical, such as installing ramps or accessible toilets, or procedural, like offering information in alternative formats.
For a more detailed overview of your legal rights and the types of changes businesses must consider, see this guide on reasonable adjustments for disabled consumers.
Examples of Reasonable Adjustments
Businesses may need to:
Provide step-free access, ramps, or lifts for wheelchair users.
Offer hearing loops or sign language interpreters for those with hearing impairments.
Supply information in large print, Braille, or audio for visually impaired customers.
Allow assistance dogs onto the premises.
Offer extra help with filling in forms or using self-service checkouts.
The adjustments required will depend on the nature of the service and the needs of the individual. For more examples and guidance, The Equality Act and Disabled people | Disability Rights UK offers a helpful summary.
How to Request Adjustments
If you need a particular adjustment, you can ask the business directly – either in person, over the phone, or by email. It helps to explain what you need and why. For example, you might say, “I have a visual impairment and would like information in large print.” Businesses should respond positively and discuss practical ways to meet your needs.
If a business refuses or fails to make a reasonable adjustment, this could be unlawful discrimination under the Equality Act.
Legal Obligations of Businesses
The Equality Act 2010 places a legal duty on all service providers to make reasonable adjustments for disabled people. This duty is “anticipatory”, meaning businesses should plan ahead and not wait until someone asks for help. The law applies to all types of businesses, from small shops to large chains and online retailers.
Businesses must consider:
The effectiveness of the adjustment in overcoming the barrier.
The practicality of making the change.
The cost and resources available.
The size and type of business.
If a business does not make reasonable adjustments when required, you have the right to complain and may be able to take further action. For more information on your rights and how to challenge discrimination, refer to The Equality Act and Disabled people | Disability Rights UK.
Understanding your rights to reasonable adjustments helps ensure you can shop, access services, and live independently. If you’d like to explore this topic further, visit our guide on reasonable adjustments for disabled consumers.
Dealing with Discrimination in Different Consumer Settings
When you buy goods or use services in the UK, the Equality Act 2010 protects you from discrimination based on certain characteristics, such as age, disability, race, religion, sex, and more. Discrimination can happen in a range of everyday situations, from shopping on the high street to dealing with public bodies. Here’s how your rights apply in different consumer settings, and what you can do if you experience unfair treatment.
Discrimination in Retail
Retailers – like supermarkets, clothing shops, and online stores – must not treat you unfairly due to a protected characteristic. Examples of discrimination in retail include:
Refusing to serve someone because of their race or religion.
Failing to make reasonable adjustments for disabled customers, such as not providing wheelchair access.
Offering different prices or services based on gender or age, unless legally justified.
If you believe you’ve been treated unfairly while shopping, you have the right to challenge this behaviour. For practical steps and guidance, see how to fight retail discrimination.
Discrimination by Service Providers
The Equality Act 2010 covers not just shops, but also a wide range of service providers. This includes banks, hotels, restaurants, gyms, and transport companies. Discrimination in these settings might look like:
A hotel refusing a booking because of a guest’s sexual orientation.
A taxi driver refusing to carry a guide dog for a visually impaired customer.
A restaurant making offensive comments or providing a lower standard of service due to someone’s ethnicity.
Service providers are legally required to treat all customers fairly and make reasonable adjustments for disabled people. If you face discrimination in any service, find out how to fight discrimination in services.
Discrimination by Public Authorities
Public authorities – such as councils, government departments, the NHS, and the police – must also comply with the Equality Act 2010. They have a duty to consider equality in everything they do, from delivering services to making policy decisions. The law requires public authorities to actively work towards eliminating discrimination and advancing equality of opportunity.
Examples of discrimination by public bodies include:
A local council failing to provide accessible information for people with learning disabilities.
A government office treating someone less favourably because of their gender reassignment.
The police not investigating a hate crime report thoroughly due to the victim’s race.
If you feel a public authority has discriminated against you, there are clear steps you can take to fight discrimination by UK public authorities.
Your Rights and Protections
The Equality Act 2010 gives you the right to be treated fairly and with respect in all these settings. If you experience discrimination, you can:
Ask for an explanation or make a complaint to the organisation.
Seek advice on your rights and next steps.
Take legal action if necessary.
Understanding your rights is the first step to standing up to unfair treatment. For more details on the law and your protections, you can refer to the official Equality Act 2010.
If you’re unsure about your situation or want to know more about challenging discrimination, explore our guides on how to fight retail discrimination, fight discrimination in services, or fight discrimination by UK public authorities.
What to Do If You Experience Discrimination as a Consumer
If you believe you have been discriminated against when buying goods or using services, the Equality Act 2010 gives you important rights and options. Discrimination can include being treated unfairly or denied services because of protected characteristics such as age, disability, race, gender, religion, or sexual orientation. Here’s what you can do if you experience discrimination as a consumer:
1. Gather Evidence
Start by keeping detailed notes about what happened. Write down dates, times, names of people involved, and exactly what was said or done. Collect any relevant documents, such as receipts, emails, or photos that support your case. Having clear evidence will help you explain your situation and support your complaint.
2. Raise the Issue with the Business or Service Provider
The first step is usually to contact the business or organisation directly. Explain clearly why you believe you were discriminated against and refer to the Equality Act 2010 if possible. Most businesses have complaints procedures – ask how to make a formal complaint if you are unsure. You can do this in writing, by email, or sometimes by phone, but having a written record is often best.
When making your complaint, be specific about what happened and what outcome you are seeking (for example, an apology, a change in policy, or compensation). Businesses are required by law to treat all customers fairly and may be willing to resolve your complaint quickly.
3. Seek Advice and Support
If you are not satisfied with the response, or need help understanding your rights, you can get free and confidential advice from organisations such as Citizens Advice or the Equality Advisory Support Service. These services can help you understand your options, write complaint letters, or explain what evidence you might need.
Understanding your rights can also help you spot other unfair practices, such as consumer scams, which often target vulnerable individuals or exploit a lack of awareness about consumer protections.
4. Consider Legal Action
If the business does not resolve your complaint, you may be able to take further action. This could include:
Alternative dispute resolution (ADR): Some sectors offer mediation or ombudsman services to help resolve disputes without going to court.
Making a claim in court: If other steps fail, you can consider making a claim in the county court for discrimination under the Equality Act 2010. There are time limits for bringing a claim, usually within six months of the incident.
Possible remedies: If your claim is successful, the court may order the business to pay compensation, change its practices, or make a formal apology.
5. Learn More About Your Rights
For more detailed guidance on your legal protections and how to challenge unfair treatment, visit our page on consumer rights and discrimination.
Remember, the law is on your side. Taking action not only helps you get fair treatment but can also encourage better practices for all consumers. If you’re unsure about any step, seeking advice early can make the process smoother and less stressful.
Additional Resources and Related Topics
Understanding your rights under the Equality Act 2010 is the first step towards protecting yourself from discrimination when buying goods or using services. If you want to learn more or need help with a specific issue, there are a range of resources and related topics you can explore.
If you believe you have faced unfair treatment while shopping, it’s important to know the steps you can take. Find practical guidance on how to fight retail discrimination, including what evidence to gather and how to make a complaint.
For those with disabilities, the law offers specific protections to ensure equal access to shops, services, and facilities. Discover your rights in more detail by visiting our section on disability and consumer rights, which explains reasonable adjustments and what to do if you’re denied them.
Pregnancy and maternity are also protected characteristics under the Equality Act 2010. If you’re concerned about unfair treatment due to pregnancy when buying goods or accessing services, our guide on pregnancy discrimination and consumer rights offers clear advice and examples of what is and isn’t allowed.
Discrimination can also occur when dealing with public bodies, such as councils, the NHS, or the police. If you feel you’ve been treated unfairly by a public authority, see our information on how to fight discrimination by UK public authorities.
It’s not just shops and public bodies – service providers like banks, gyms, and restaurants must also follow the Equality Act. If you experience discrimination when using any service, our guide on how to fight discrimination in services explains your options and the steps you can take.
For further support, Citizens Advice offers free, confidential advice on discrimination and consumer rights. Their experts can help you understand the law, assess your situation, and decide on your next steps.
Knowing your rights and where to get help can make all the difference in preventing and challenging discrimination. Explore these resources to empower yourself and ensure you’re treated fairly when buying goods or using services in the UK.
