Consumer's new ruse (4)
I believe the answer is:
user
'consumer's' is the definition.
(user is a kind of consumer)
'new ruse' is the wordplay.
'new' is an anagram indicator.
'ruse' anagrammed gives 'USER'.
(Other definitions for user that I've seen before include "One operating something" , "junkie" , "With 1a [NEW] he'll need different login" , "One who exploits others" , "One taking drugs" .)