Abstract

Customer protection is a complex concept, which encompasses the care and protection of the so-called 'reasonably circumspect consumer'. Through legal, economic, health, safety and numerous other aspects, the modern state uses norms to regulate and control consumer protection. The aim of protecting reasonably circumspect consumers is to protect their health, safety and economic interests in the environment of freely circulating products and services on the efficiently functioning market. Marketing is focussed on consumers and meeting their needs, wishes and preferences. The modern marketing delivers values to consumers. This is achieved through selecting, creating, delivering and communicating values. Whether it is about offline or online marketing, a consumer is an individual (rather than a mass of consumers as in mass marketing) whose privacy must be respected. It is then that marketing serves the purpose of consumer protection.

Key words: Consumer protection, consumer self-protection, consumer rights, consumer value, consumer privacy, marketing.