Consumer has new ruse (4)
I believe the answer is:
user
'consumer' is the definition.
(I know that consumer can be written as user)
'new ruse' is the wordplay.
'new' indicates an anagram.
'ruse' anagrammed gives 'USER'.
'has' acts as a link.
(Other definitions for user that I've seen before include "Person employing something" , "one has to employ" , "One taking drugs" , "Druggie" , "Drug taker" .)