Neytendastofa

Neytendastofa, or the Icelandic Consumer Agency, is a government authority in Iceland responsible for protecting consumers and promoting fair, transparent markets. The agency administers and enforces consumer protection laws and oversees issues related to advertising, product safety, labeling, and consumer rights in Iceland.

Key responsibilities include preventing unfair commercial practices, misleading advertising, and breaches of consumer rights in contracts, including online and distance sales, warranties, and consumer credit. Neytendastofa handles complaints from individuals and businesses, conducts market surveillance, and may impose administrative penalties when laws are violated. In addition to enforcement, the agency provides information and guidance to consumers and traders, runs educational campaigns, and supports consumer education on topics such as price transparency and safe shopping online.

Organization and oversight: Neytendastofa operates as an independent government authority under Icelandic law, led by a director and supported by staff with expertise in law, economics, and consumer affairs. It reports to the government and publishes annual reports and strategic plans.

International cooperation: The agency collaborates with international and regional networks of consumer protection authorities, sharing best practices and coordinating on cross-border issues within the European Economic Area and beyond.