Strasbourg, 23/10/2009 (Agence Europe) - During a speech made on Wednesday 21 October in Brussels -Competition and Consumers in the 21st Century - Commissioner for Competition Neelie Kroes affirmed that “competition policy is about more than lowering prices for consumers. Our effect on choice and quality is just as important”. She also highlighted the link between consumer wellbeing and the Commission's competition policy. According to the commissioner, dissuasive sanctions applied as part of an effective market not only cut prices but also encourage competitiveness and subsequently, greater innovation and better quality in services and products. Ms Kroes reiterated her appeal for more private damages to be pursued against companies guilty of being involved in cartels. She stressed that if cheating is involved, consumers have the right to get their money back but reassured those listening to her that this “will not be a US-style system; it will be a European system”. She also pointed out that a consumer liaison office had been set up at DG Competition in 2008. Consumers who would like further information on this subject can go to: http: //ec.europa.eu/competition/consumers/liaison_en.html (C.D./transl.fl)