Barcelona Comerç established seven years ago a retail customer advocate ('El Defensor del Client'). One of its objectives is to provide small retailers with clear and simple information about the rights of consumers and how to put them into practice in stores. Another objective is to prevent or mitigate possible conflicts between retailers and consumers, as well as find  practical solutions that satisfies the parties, taking into account that many of these conflicts are based not so much on legal non-compliance as on the interpretation of the rules by consumers, often frustrated when a product or a service does not meet their expectations. Finally, mediation is encouraged to resolve conflicts between retailers and other companies, in particular when a retailer is in a weaker contractual position.

Barcelona Comerç commits to try to resolve 100 percent of the conflicts presented to retail customer advocate and to share the knowledge acquired in the process with retailers, consumer associations, local authorities etc. in various fora.