It is often said that" consumer protection comes at a price."'Providing a consumer-friendly service or increasing consumers' ability to obtain recourse for harm or an inadequate product involves costs. 2 These costs are often passed on to consumers as higher prices, lower quality, or lower product availability. 3 Laws and regulations can change the market equilibrium by either enhancing consumer protection (and raising costs and often prices) or by stripping some of the existing consumer protections (and lowering costs and often prices).
Economic theory predicts that laws that reduce consumer protection typically have three effects on consumers:(1) the direct effect of consumers losing some of their existing protections,(2) the indirect effect of consumers receiving lower prices (to the extent that the cost decrease is passed to the consumers), and (3) the demand-expansion effect of lower prices leading new consumers to enter the market. 4 The reverse is true for laws that enhance consumer protections rather than reducing them.'