Consumer is any person who buys goods and services on the market for their personal purposes or family needs with the ultimate goal of consumption. Today, consumers have the greatest influence on the movement of goods and services on the market, which consequently affects the business entities. With the entry into the European Union and increasing globalization, borders are being erased, and this influence is even greater. Precisely because of the dependence of business entities on consumers, various marketing concepts are used to attract customers. Marketing concepts are aimed at satisfying the wishes of customers. In order to increase the number of consumers and make as much profit as possible, many often use unethical and illegal, "dark" commercial practices. Precisely for these reasons, in order for consumers to be safe, their rights are determined by laws. The emphasis of this final paper is on consumers and their rights in the area of the Republic of Croatia and the EU, laws and associations for consumer protection. The Law on Consumer Protection seeks to protect buyers of goods and services who, due to a lack of caution and knowledge of their rights, encounter unfair business practices on the market. In addition to the Law on Consumer Protection, Associations also operate in the territory of the Republic of Croatia and the EU. Associations represent a non-governmental, non-profit body based on membership that promotes the interests of end consumers and lobbies for laws that protect consumers in the market.