From various perspectives, this book's contributions explore the 'images' of the consumer in EU law. The images of the consumer form the foundation for various EU policies, more or less directly oriented towards the goal of consumer protection. The purpose of the book is to establish what visions of the consumer there are in different contexts of EU law, whether they are consistent, and whether EU legal engagement with consumer-related considerations is sincere, or merely instrumental to the achievement of other goals. Chapters discuss how consumers should be protected in EU contract,...