Consumer advocacy refers to the efforts made to protect the rights and interests of consumers in the marketplace. This can involve various activities, such as educating consumers about their rights, promoting fair business practices, and addressing issues like fraud or unsafe products. Organizations and individuals involved in consumer advocacy work to ensure that consumers have access to accurate information and can make informed choices. Consumer advocates often collaborate with government agencies, businesses, and non-profit organizations to influence policies that affect consumers. They may also provide resources, such as guides or hotlines, to help consumers resolve disputes or report unethical practices. Overall, consumer advocacy aims to create a fairer and safer marketplace for everyone.