Introduction James Devenney and Mel Kenny; Part I. Consumer Protection Strategies and Mechanisms in the EU: 1. From minimal to full to 'half' harmonisation Norbert Reich; 2. Comment: the future of EU consumer law - the end of harmonisation? Christian Twigg-Flesner; 3. Two levels, one standard? The multi-level regulation of consumer protection in Europe Vanessa Mak; 4. A modernisation for European consumer law? Cristina Poncibò; 5. Effective enforcement of consumer law: the comeback of public law and criminal law Peter Rott; 6. E-consumers and effective protection: the online dispute resolution system Immaculada Barral-Viñals; 7. Unfair terms and the draft common frame of reference: the role of non-legislative harmonisation and administrative co-operation? James Devenney and Mel Kenny; Part II. Conceptualising Vulnerability: 8. The definition of consumers in EU consumer law Bastian Schüller; 9. Recognising the limits of transparency in EU consumer law Chris Willett and Martin Morgan-Taylor; 10. The best interests of the child and EU consumer law and policy: a major gap between theory and practice? Amandine Garde; 11. Protecting consumers of gambling services: some preliminary thoughts on the relationship with European consumer protection law Alan Littler; Part III. Contextualising Consumer Protection in the EU: 12. Consumer protection and overriding mandatory rules in the new Rome I regulation Christopher Bisping; 13. Determining the applicable law for breach of competition claims in the Rome II regulation and the need for effective consumer collective redress Lorna Gillies; 14. Horse sales: the problem of consumer contracts from a historical perspective Warren Swain; 15. The role of private litigation in market regulation: beyond 'legal origins' Axel Halfmeier; 16. Advertising, free speech and the consumer Paul Wragg; 17. Are consumer rights human rights? Monika Jagielska and Mariusz Jagielski; 18. Consumer protection in a normative context: the building blocks of a consumer citizenship practice Jim Davies; 19. Recommended changes to the definitions of 'auction' and 'public auction' in the proposal for a directive on consumer rights Christine Reifa; 20. Consumer law regulation in the Czech Republic in the context of EU law: theory and practice Blanka Tomančáková; 21. Resistance towards the unfair terms directive in Poland: the interaction between the consumer acquis and a post-socialist legal culture Rafał Mańko; Part IV. Conclusions: 22. European consumer protection: theory and practice Mel Kenny and James Devenney.