Fining errant corporations is welcome – but when consumers are also getting shaken down on their local high street, it’s time for a new and boisterous approachIt’s a story that warms the heart and lifts the soul: last week, Virgin Media was fined a record £28m by Ofcom for repeatedly preventing customers from cancelling their contracts. Its methods were insidious: deliberate call-dropping, unnecessary call transfers and constantly putting customers on hold. For anyone who has experienced the mental anguish of attempting to cancel a contract or subscription, only to be met with “cancellation friction”, their comeuppance conjures a feeling of economic justice.“Rip-off Britain” has long been a popular narrative about our country, and feels ever more prescient in a time of stagnant living standards and cost of living pressures. Whether it’s extortionate energy and water bills, food prices, subscription traps, consumer scams, defective goods, unfair fines or hidden charges, it’s impossible to escape the feeling that you are being constantly shaken down. It’s an issue that unites us in frustration: little wonder that the money-saving expert Martin Lewis is the most trusted man in Britain. Reassuring people you’ll help protect their hard-earned money is one of the most surefire ways to make them feel you are on their side.Jason Okundaye is a Guardian Opinion assistant editor Continue reading...