The chapter summarizes 18 cases studies on Commission position formation in the field of consumer policy. It highlights how this rather young European policy area emancipates from purely market and competition based logics towards the active enhancement of individual consumer rights. Covering regulatory initiatives on contractual consumer rights, product safety, and food safety, the chapter shows that the responsible Directorates-General base their policy choices on demands from organized interests and political pressure from the wider public while being constrained by extant European law and the preferences of European member states. The resulting positions often clash in internal interactions. Here the tension between consumer and producer interests translates rather frequently into pronounced turf conflicts between the comparatively young DG SANCO and DGs MARKT, ENTR, and AGRI defending their more traditional regulatory approaches.
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