'Rethinking EU Consumer Law offers a fresh and authoritative critical perspective on this important (and very active) area of law by leading academics in this field. It is recommended to anyone interested in the key issues of EU consumer law and policy, its practical application and its theoretical underpinnings.' Paula Giliker, University of Bristol, UK 'Howells, Twigg-Flesner and Wilhelmsson show why EU consumer law should focus less on maximum harmonisation, why a high level of consumer protection enhances EU businesses' international competitiveness, and why the 'average consumer' benchmark should take the lessons of behavioural economics to heart. A must-read for consumer and business lawyers alike!' Marco B.M. Loos, University of Amsterdam, The Netherlands 'A must-read that provides a clear presentation of EU consumer law - understanding full harmonisation becomes intuitive when reading the chapter on unfair commercial practices, and explains why it often has not met consumers and businesses' expectations and how it could. A book every consumer law scholar would have liked to write.' Elise Poillot, Consumer Law Clinic, University of Luxembourg.