San Diego County leaders are weighing the creation of a new agency unit aimed at protecting residents from scams, junk fees, predatory lenders, and denied insurance claims.

The proposal, led by County Board of Supervisors Chair Terra Lawson-Remer, would establish a Consumer Fairness and Public Protection Unit. If the Board of Supervisors approves the plan — a vote could come as early as mid-March — the unit could be operational by the end of the year.

Lawson-Remer said addressing delayed and denied health insurance claims would be a top priority. "That's clearly going to be a top priority. There's so many people who I hear about every single day whose claims are legitimate. They're delayed, delayed, delayed, delayed, denied," she told NBC 7.

Beyond health care, the unit would take aim at illegal business practices, predatory lenders, environmental polluters, and junk fees. Residents would be able to contact the unit directly with individual complaints. The unit would also pursue broader cases affecting large numbers of county residents.

The proposal calls for the unit to work alongside the District Attorney's Economic Crimes and Consumer Protection Division. Lawson-Remer noted that the county already has millions of dollars set aside that, by law, can only be used for consumer fairness and protection efforts.

A public webinar is scheduled for Wednesday at 6 p.m. for residents to learn more, share concerns, and ask questions. Registration is available through the San Diego County website.