The policy model was developed through AFI’s member-driven bottom-up approach, starting with their recommendation by AFI’s working groups to elevate proven practical policy solutions from network-wide best practices. They will be evaluated and reviewed by AFI’s Global Standards and Policy Committee (GSPC) before being presented to the AFI Board of Directors and Membership Council for ratification at the network’s Annual General Meeting.
The Consumer Empowerment and Market Conduct (CEMC) Policy Model
The Policy Model has been developed by AFI to provide practical guidance to policymakers and regulators seeking to strengthen consumer trust, confidence, and participation in the financial system.
Consumer Empowerment and Market Conduct are two mutually reinforcing pillars that underpin inclusive, responsible, and sustainable financial sector development. While financial inclusion initiatives have significantly expanded access to financial services globally, access alone does not guarantee meaningful inclusion. Consumers must possess the knowledge, skills, confidence, and opportunities necessary to make informed financial decisions, while financial service providers must operate in a manner that is fair, transparent, responsible, and aligned with the interests of consumers. The CEMC Policy Model draws upon the experiences of AFI member institutions, AFI knowledge products, and relevant international practices to codify and provide practical guidance to strengthen policy frameworks that promote fair treatment, responsible innovation, consumer trust, and inclusive financial sector development. It provides a flexible framework that can be adapted to different country-contexts, legal systems, institutional arrangements, and levels of financial sector development. The policy model’s development was led by AFI’s Consumer Empowerment and Market Conduct Working Group (CEMCWG).
You can view the policy model draft here. To provide feedback that will enhance this policy model, please fill up this comment form.
We welcome and encourage your participation. Please note that the deadline to receive comments is Wednesday, 8 July 2026.