The Reflective Choice Theory of Consumer Law

Modern consumption is based on choice. But what if consumer choices are poorly informed, overly constrained, or subject to manipulation and other forms of undue influence? This book offers an original, autonomy-based account of consumer law, arguing that its core function is to facilitate reflective choices: choices consumers can reasonably endorse. Moving beyond predominant narratives, the book offers a comprehensive theory that reconceptualises fundamental tools of consumer law, including disclosure duties, advertising law, unfair terms control, remedies, and withdrawal rights. Combining abstract theory with comprehensive doctrinal analysis of EU consumer law, the book demonstrates how the quality of consumer choices can be improved at different stages of their market interactions with traders. The book confronts contemporary challenges related to digital consumer markets and demonstrates the limits of consumer law in addressing social inequality and environmental sustainability. It will interest everyone seeking understanding of how consumer law shapes modern market life.