The strategy launches a novel approach to consumer policy based on specific insights into consumer behaviour. The purpose of the behavioural approach is to ensure that consumer-related regulation will have the intended impact in the market.
Among other things, the strategy introduces three principles for behavioural consumer regulation that aim to ensure an effective and uniform approach to consumer protection
across the responsible ministries.
The strategy also focuses on maintaining a high level of consumer protection without adding unnecessary regulatory burdens for businesses.