Seven million people in Britain alone have lost money because they do not understand their consumer rights, according to new research.
Research by price comparison site uSwitch.com found that nearly two fifths (38%) of shoppers do not know what their rights are, while only 4% say that they fully understand them.
The study was conducted after stronger legislation was put in effect by the EU. Consumers now have a longer period in which to return items bought on the internet.
Buying online is now better protected than shopping on the high street, as the period for cancelling an order has been extended to 14 calendar days beginning the day the item is delivered.
Further rights are expected shortly when the Consumer Rights Bill passes through the British parliament.
But when uSwitch surveyed 1,500 people many said they feared intimidation or embarrassment if they challenged a provider of poor products or services.
Consumers complained about a number of problems, according to the website - faulty goods (24%), poor service (18%), overcharging (17%) and breach of contract (8%).
The survey did identify a good many who were not intimidated. Nearly a third said they had saved time and money by complaining, with almost 40% saying they managed to get a full refund.
