Divergence in European consumer law is increased by the different approaches to ‘average consumers' found in national laws and in EU law. The ‘average consumer' concept of EU law relies on the ability of consumers to make rational decisions. In accordance with this prototype of a...

Examples of financial mistakes made by consumers lend support to the view that systematic mistakes of consumers exist in the EU credit market and that service providers respond strategically to these by redesigning their products. This paper seeks to determine how existing regulation can be...