Equal protection for differentiated consumers: the paradox of heterogeneity in consumer law

Consumers have different preferences, needs and limitations. Despite this unquestionable fact, consumer protection systems tend to bet blindly on egalitarian protection schemes. Even more seriously, many egalitarian schemes operate as mandatory schemes. In this work, it is argued that such schemes severely injure the principle of consumer sovereignty and harm the consumer since they move away from the spontaneous market process and replace it with rigid designs